Bibliographic citations
Milián, K., Farfán, M. (2018). Factores determinantes de la percepción de los consumidores Millennials sobre las marcas blancas dentro de la industria de cuidado personal en Lima moderna [Tesis, Universidad Peruana de Ciencias Aplicadas (UPC)]. http://hdl.handle.net/10757/623510
Milián, K., Farfán, M. Factores determinantes de la percepción de los consumidores Millennials sobre las marcas blancas dentro de la industria de cuidado personal en Lima moderna [Tesis]. PE: Universidad Peruana de Ciencias Aplicadas (UPC); 2018. http://hdl.handle.net/10757/623510
@misc{sunedu/3004406,
title = "Factores determinantes de la percepción de los consumidores Millennials sobre las marcas blancas dentro de la industria de cuidado personal en Lima moderna",
author = "Farfán Nieves, Maria Del Carmen",
publisher = "Universidad Peruana de Ciencias Aplicadas (UPC)",
year = "2018"
}
The current research’s objective is to identify the main reasons that affect the perception of millenial consumers in regard to personal care white labels in Modern Lima. For this, two types of research were conducted, a qualitative one and a quantitative one. In regard to the first, it was done through the application of interviews to experts in the field and focus groups with people in the delimited profile for the study, and regarding the second, it was done through 384 surveys to people belinging to the aforementioned generation of A or B socioeconomic level in Modern Lima, who sup for personal care items in supermarkets at least once a month. In the first chapter, the conceps related to the researh are defined, such as the concept of brand, perception, among others, and the background information related to white labels, such as their origin, trajectory and the brief comparison of the current situation in the market of our city with Latin America and Europe. Then, in the second chapter, we proceed to develop the research plan, so that the problem is raised along with the hypothesis, the objectives and the delimitations. As the next step, the third chapter presents the materials and methods, so that the research approach, with its design, explaining the use of the aforementioned tools. As a consequence, the fourth chapter details the analysis of the qualitative information gathered alongside the explanation of how this contributes to the research’s objectives, which gives room to the beginning of chapter five, in which the results of the quantitative data processing through different types of analysis, graphs, crossed tables and other tools which were considered relevant to the study, which finally allowed us to get to conclusions and useful recommendations for all those who are interested in the development of white labels in the market.
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