BRAND LOYALTY AND THE COLOMBIAN CONSUMER IN THE TIME OF COVID-19

In today's world, understanding brand loyalty leads to obtaining basic information, which supports decision-making when launching or modifying a product or service to the market, thus satisfying the desires and needs of consumers, to finally obtain optimal results in terms of brand positioning and therefore in the profitability of organizations. Through this research, it is intended to study the impact that the measures adopted during the confinement period by COVID-19 have had with respect to the behavior of consumption in Colombians, due to the changes in their consumption habits caused by the Current situation. To this end, a quantitative research was carried out on a sample of 400 consumers, the study determined a statistically significant association between home consumer brands during confinement as a result of COVID-19, and the continuity of brand consumption after confinement, identifying brand loyalty in consumers for those brands that they considered during this period, in the categories under study.