Efecto del riesgo percibido en la actitud de consumo de marcas privadas en los supermercados D-1, Justo & Bueno y Ara en la ciudad de Bogotá

Padrón Mercado, Claudia Mercedes | 2021

One of the changes with the greatest impact in the retail sector arises in 2009 with the opening of the best-known discount stores as “hard discount”, these being places or establishments that sell products from the family basket at low cost, Its structure is to manage prices below the market reference price, achieving a greater turnover in less time and with this the consumer purchases in greater quantity (Ceballos, 2020) handling unknown brands, where the perceived risk defined as this uncertainty is involved. in front of the unknown that impacts on the buying attitude. A quantitative investigation was carried out to evaluate the perceived risk and attitude towards the consumption of private brands in the dairy and meat categories, through a survey of 241 people in digital format from the city of Bogotá, where significant relationships were found.