RELATION BETWEEN THE TRP'S LEVELS, THE MEASURE OF BRAND AWERENESS AND BUYING BEHAVIOR IN COLOMBIAN CONSUMERS
Keywords:
TRP´S, notoriedad, preferencia, compra, próxima compra, análisis de contingencias, televisión, consumo masivo, diseño longitudinal, Visibility, Preference, buy, next buy, contingency analysis, television, mass consumption, longitudinal designAbstract
The purpose of this research is to determine the existing relation between the Target Rating Point (TRP’s) levels understood as the monthly cumulative index Television rating against the levels of visibility (brand and advertising knowledge), preference (favoritism) and behavior (buy and next buy), to identify main trends derived from said associations in a mass consumption category.
To this end TRP’s levels in Television were taken bearing in mind this is the medium with the highest investment in Colombia as a central predictor variable as well as the brand visibility measurements (top of mind, spontaneous and assisted), preference measurements (favorite brand) and the buying variables (brand bought in the last month and next brand to be bought) classified in the set of criterion variables.
The design of this study is longitudinal in trend with K samples; the general sampling of the study includes a set of 4,104 added records derived from the replication of 58 monthly samples of 500 both male and female participants with ages between 12 and 60 years from strata 2 to 6 within a period between January 2004 and October 2008. Main findings enhance the establishment of associations statistically significant among the TRP’s levels (low - medium and high) and the differential behavior of each of the 3 brands assessed within the category in relation with their visibility, preference and buying levels. These findings are consistent with the views expressed mainly by Ehrenberg (1998) and Vargas Bianchi (2008) in which it is evident that the advertising role is to increase the probability of visibility in the consumer’s mind and that it at the same time is an enabling factor of the recalling, favoritism, decision and buying processes in which a multivariate functional nature is observed.
The aforementioned indicates that advertising is a variable that meets a strategic role in the different functional relations the consumer establishes against brands.
Key Words: TRP´S, Visibility, Preference, buy, next buy, contingency analysis, Television, mass consumption, longitudinal design.
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