Abstract

CRISTANCHO TRIANA, Gerson Jaquin; LOPEZ DIAZ, Alejandra; MUNOZ MERCHAN, Erika Julieth  and  VIGOYA NARANJO, Jennifer Catherine. Comparative Personality Analysis in Pet Food Brands in the City of Bogotá. rev.univ.empresa [online]. 2022, vol.24, n.42, e06.  Epub June 26, 2022. ISSN 0124-4639.  https://doi.org/10.12804/revistas.urosario.edu.co/empresa/a.10786.

Brand personality is an expanded perception that the consumer has towards brands, which involves a relationship with this, and that is based on aspects related to the purchase as it is the: price, quality or taste, but however, associating personality characteristics and emotions to the brand generates an interesting perception that defines the consumer himself themselves. For this reason, this the article aims aimed to identify the brand personality, perceived for of dog and cat pet food brands by their owners in the city of Bogotá. For this, a descriptive and cross-sectional study was carried out, through the application of an instrument to 388 people who owned pets, dogs, and cats. Among the results, recognition was highlighted as one of the main personality traits that identify these food brands, since it is a factor that does influences the purchase decision and if the consumer has a lower socioeconomic level, and manages to perceive more easily the personality traits of the brands.

Keywords : Brand; brand personality; personality dimensions; dog and cat pet food.

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