Publicación:

La influencia de la marca sobre la calidad percibida: Un análisis descriptivo de la calidad percibida de atributo sabor de las bebidas gaseosas tipo cola entre los estudiantes de las instituciones de educación superior más representativas de la ciudad de Pereira.

Resumen

In order to analyze whether the brand influences the perceived quality of cola soft drinks of the students belonging to the most representative universities of Pereira, we conducted a literature review of the brand as a component that creates value in organizations, and also a review of perception theories and perceived quality. Four focus groups were conducted and it was identified that quality in such products is heavily biased by the brand. It is because of this, that organizations try to create it’s own brand value, as this allows them to establish links with consumers, and generate good feelings towards these, creating a competitive advantage in today's market.