Examinando por Autor "Manrique García, Leidy Paola"
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- ÍtemMarcas de productos alimenticios en Bogotá que presentan semejanzas en su empaque: Percepción del consumidor y análisis de diseño(Fundación Universitaria Los Libertadores. Sede Bogotá., ) Briceño Cortés, Sandra Nataly; Briceño Cortés, Sandra Nataly; Bonilla Hernández, Sebastián; Manrique García, Leidy Paola; Bohórquez Lazdhaluz, Ricardo AndrésThe present study pretends to expose the existence of similarities in the packaging of several brands of selected food products in the local Bogota market, on the other hand, it also shows the opinions and perceptions of the consumers; trying in this way to exhibit the degree of confusion caused by the presence of said similarities. Looking for an approximation to the studied phenomenon, a selection of products to be studied was initially carried out and then a visual analysis where similarities were evident in their packaging. This resulted in several brands with products of the same category trying to imitate the product leader. Under the qualitative methodology, was possible a direct approach with the consumers, those who showed a high level of confusion (evaluated by the tool) when they were observed at the point of sale, interviewed and when participating in a focal group. Additionally, it was perceived that the haptic markers in the design of the packagings can become a key factor when developing them. The findings also allowed make recommendations to organizations that have brands and products of massive consume, working on strategies to position their products, since in addition to competing disloyally, processes of confusion are being generated in the consumer, those who in some cases feel frustration and begin to create a negative image about brands.