期刊名称：Revista Innovar Journal Revista de Ciencias Administrativas y Sociales
印刷版ISSN：2248-6968
出版年度：2010
卷号：20
期号：38
页码：175-190
语种：Spanish
出版社：Universidad Nacional de Colombia - Sede Bogotá
摘要：This study evaluates the probability of confusion among consumers regarding six categories of over-the-counter medications. The estimates are based on an experimental design in which time and the presence of brands are the variables addressed. Additionally, it is controlled using recollection and consumption habits regarding brands. Using three types of analysis (contingency table, tree regression and logic regression), the results show that recollection and the presence of brands are the two variables that reduce the probability of confusion. The results are not applicable to other categories; however, recollection and the presence of brands do turn out to be significant variables when evaluating the probability of consumer confusion.
关键词：Consumer confusion;imitation;over-the-counter medications;categorization;Confusión del consumidor;imitación;medicamentos de venta libre;categorización;Confusion du consommateur;imitation;médicaments de vente libre;catégorisation;Confusão do consumidor;imitação;medicamentos de venda livre;categorização
