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This article, which is the result of an investigation, presents the results of a study related to the change of the consumer perception regarding some brands that were on the top of mind in the Colombian market from 2008 to 2013, and that were lost during brand purchase, merger, or absorption processes. This study uses statistical tools such as the moving average method and multiple correspondence analyses in order to process the information and characterize individuals. In addition, this article focuses on the product or service quality and price perceived by the consumer against new brands. It was possible to find that consumers changed their perception positively regarding the quality and price of some brands such as Conavi, Bancolombia, and Ley-Exito; however, their perception was negative towards Comcel-Claro and Carrefour-Jumbo. The study showed the characteristics that are most appreciated by consumers regarding a brand as well as the way an appropriate management of the merged, purchased, or absorbed brand can lead to the consolidation and positioning of the new brand.

Estudio de cambio en la percepción del consumidor de marcas top of mind en el mercado colombiano