ANALIZANDO LA COMPRA DE MARCAS PRIVADAS: EVIDENCIA EMPÍRICA DESDE CHILE (Article published in Spanish)

La inversión extranjera en Colombia cuenta con un nuevo estímulo Mediante la posibilidad que tienen los inversores de celebrar los denominados contratos de estabilidad jurídica con el Estado colombiano. Previo cumplimiento de unos requisitos esenciales, las personas naturales o jurídicas inversionistas, ya sean nacional eso extranjeras, e inclusive los consorcios, mediante estos contratos podrán obtener del Estado la garantía que no se les modificarán las normas actualmente vigentes consideradas como determinantes de su inversión, por un término que puede oscilar entre tres y veinte años.As of 2003 private brands held shares of overall supermarket sales of 8% in Argentina, 2% in Brazil, 5% in Chile, and 5% in Colombia. In light of their success in Europe, private labels in Latin America have a huge potential. Yet the question needs to be raised as to why private brands have not secured a larger market share in Latin America. Gaining acceptance of private brands on the part of less-intensive buyers is a key to achieving this goal. The purpose of this paper is to assess the degree to which intensive buyers differ from less intensive buyers of private brands in terms of psychographic variables. A study conducted at supermarkets allowed, among other things, documenting the differences between intensive and less-intensive buyers of private brands. The authors present their conclusions along with their implications to administrators and researchers