Perceived Quality y Brand Awareness en relación al Brand Loyalty y Overall Brand Equity en productos FMCG en Lima Metropolitana

Abstract

El propósito principal de este estudio es analizar la relación del Brand awareness, Perceived quality, Brand loyalty y Overall brand equity en los productos Fast Moving Consumer Goods (FMCG) en Lima Metropolitana. Para realizar este estudio se tomaron papers relacionados con las dimensiones que explican el brand equity basado en el consumidor y precisan la importancia de cada dimensión en la evaluación del overall brand equity. El modelo aplicado por Aaker y Yoo y Donthu son especialmente significativos para este estudio. Asimismo, se busca conocer el impacto de estas variables basadas en el consumidor en la categoría FMCG, por lo cual se aplicará un estudio cuantitativo que abarcara 400 encuestas.

The main purpose of this study is to analyze the relationship of Brand awareness, Perceived quality, Brand loyalty and Overall brand equity in Fast Moving Consumer Goods (FMCG) products in Metropolitan Lima. In order to develop this study, papers related to the dimensions that explain consumer based Brand equity were collected, these papers specify the corresponding importance of each dimension in the evaluation of overall brand equity. The models applied by Aaker, Yoo and Donthu are especially significant for this study. Likewise, it seeks to know the impact of these variables based on the consumer in the FMCG category, for which a quantitative study will be applied that will include 400 surveys.