Abstract:

This article describes the methodology of a purchase behavior observation study, known but little used in Latin American countries, and its applications that helped to categorize management decisions in hypermarkets in Colombia for the direction of four categories of beverages and chocolate candies. It is shown that brand equity is the determinant factor in consumer decisions and that point of purchase strategies must also be related to brand management using mass media. It also helps close the gap in information between what the consumer 'says he does' and what 'he really does'.