Celina González Mieres

Antecedents of the difference in perceived risk between store brands and national brands

Purpose – The present study sets out to analyze the effects that a set of variables related to purchasing behaviour has on the difference in perceived risk between store brands and national brands.Design/methodology/approach – The methodology proposed to achieve the objective consists of analyzing the existing relationship between different aspects relating to purchasing behaviour of the consumer and the difference in perceived risk between the two types of brands through a causal and integrated model. Such a model covers both the direct effects and the indirect effects caused by these variables jointly. In order to do so data were obtained from two groups of people, which has allowed for cross‐validation of the methodology used, which, in turn, permitted a greater generalization of the results.Findings – The variables which have proven to be most relevant when explaining this difference are the perceived quality of the store as opposed to that of the national brands, familiarity with the store brands and...

Influence of perceived risk on store brand proneness

Purpose – The purpose of the present study is to test that perceived risk is a multidimensional concept both when it is associated to the purchase of store brands and national brands and analyzes the effect of perceived risk on store brands proneness.Design/methodology/approach – In order to achieve its objective the paper used a confirmatory factor analysis to validate the proposed perceived risk scale and three regression analysis were carried out to evaluate the effect of perceived risk on store brands proneness.Findings – The results of the study show significant differences between store and national brands and, on the other hand, it has been confirmed that these differences contribute to decrease store brand proneness, the latter being measured through three variables: actual store brands purchase, consumption intensity and future purchase intention.Originality/value – Previous empirical research has focused primarily on the perceived risk associated with store brands individually. On the contrary, ...

Intención de compra de medicamentos genéricos por parte de los usuarios de Asturias

Fundamento: Conocer las percepciones de los consumidores acerca del riesgo asociado al uso de medicamentos genericos y los factores que mas influyen en la intencion de solicitar un generico al medico (prescriptor) y/o al farmaceutico, a fin de determinar posibles barreras o frenos a la aceptacion de los mismos y obtener informacion que apoye la toma de decisiones de los gestores sanitarios. Metodos: Estudio sobre utilizacion de medicamentos centrado en la disposicion de los pacientes a solicitar una EFG. En esta investigacion transversal cuantitativa se entrevisto personalmente a 542 individuos, a la salida de un centro de salud o de un establecimiento de farmacia en Asturias. En el cuestionario se incluia una escala de medicion del riesgo percibido en la compra de un medicamento con 15 atributos agrupados en cinco dimensiones. Asimismo se recogio informacion sobre la intencion de consumir medicamentos genericos y sobre las caracteristicas demograficas y socioeconomicas de los entrevistados. Para el analisis de los resultados se aplicaron un analisis factorial confirmatorio, regresion multiple y analisis univariable. El tratamiento de los datos se efectuo con los programas estadisticos EQS y SPSS. Resultados: Percepcion media del riesgo (escalas de 1 a 7): funcional: 2,75; fisico: 2,68; financiero: 2,19; psicologico: 1,99; social: 1,42. Factores influyentes sobre la intencion de solicitar genericos al medico: riesgo psicologico (p=0,000). Sobre la solicitud al farmaceutico: riesgo psicologico (p=0,000) y riesgo social (p=0,020). Conclusiones: Los agentes interesados en el desarrollo en el mercado de las EFG deben mantener sus esfuerzos de comunicacion hacia la equiparacion de los aspectos funcionales y financieros entre especialidades del fabricante y especialidades genericas, pero no deben dejar de lado aspectos psicologicos y sociales del comportamiento de compra del consumidor.