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ETDs @PUC-Rio
Estatística
Título: A FIDELIZATION STUDY INSIDE THE MAGAZINE EDITORIAL MARKET
Autor: FABIO JOSE CASTRO DA SILVA COUTO
Colaborador(es): PAULO CESAR DE MENDONCA MOTTA - Orientador
Catalogação: 05/OUT/2004 Língua(s): PORTUGUESE - BRAZIL
Tipo: TEXT Subtipo: THESIS
Notas: [pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio.
[en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio.
Referência(s): [pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=5548&idi=1
[en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=5548&idi=2
DOI: https://doi.org/10.17771/PUCRio.acad.5548
Resumo:
Fortunes have been spent developing and establishing strong brands in Brazil and also around world. Great sales strategies have been launched to attend a consistently more demanding market. Those demands have created many opportunities for corporations in tune with their clients but also created major difficulties for those who weren`t. In fact, a largely adopted strategy used to overcome market share oscillations is strictly related to brand diversification. Diversification is related with a goal of achieving better margins using market segmentation to efficiently approach smaller niche and to attend customer`s specific necessities. The magazines editorial market is no different in those aspects. Every month we have an average of 2.150 new titles reaching magazines selling points within an annual average of 600 millions issues all over Brazil. It is a highly segmented market where one could find different subjects, prices, sizes, presentations and above all, many different contents. Based on Oliver (1999) framework, this study has the main objective of identifying different types of fidelity among magazine subscribers and non-subscribers readers, as well as to relate characteristics and attributes, considered important by magazine readers, to the fidelity with the magazine. Results indicates the existence of a correlation between fidelity and the social support provided by the community from witch the readers belongs as well as an expressive relation with inertial characteristics of fidelity like the perception of product superiority as well as cognitive and emotional aspects of magazine readers.
Descrição: Arquivo:   
COVER, ACKNOWLEDGEMENTS, RESUMO, ABSTRACT AND SUMMARY PDF    
CHAPTER 1 PDF    
CHAPTER 2 PDF    
CHAPTER 3 PDF    
CHAPTER 4 PDF    
CHAPTER 5 PDF    
CHAPTER 6 PDF    
BIBLIOGRAPHY AND ANNEX PDF