Brand choice patterns and differential reinforcement levels in consumer products' categories
Keywords:
Análisis conductual del consumidor, modelo de perspectiva conductual, elección de marca.Abstract
The Behavioral Perspective Model (BPM) sets the study of buying patterns and the relationship that exists between these patterns and two differential reinforcement levels (utilitarian and informational) in seven categories of fast moving consumer products. To this end, it was applied a consumer panel design. We found that buying patterns had a similar behavior to that observed in developed countries. Moreover, we found two significant factors associated with the two levels of reinforcementraised by the model. Discussion is presented in an approach from behavioral analysis in relation to verbal behavior as alternative interpretation within the BPM.Downloads
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