TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | THE CASE HARLEY-DAVIDSON: THE BEHAVIOR OF THE CONSUMER | ||||||||||||
| Autor(es): |
ROBERTA HENRIQUES MILIONE |
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| Colaborador(es): |
JOAO RENATO DE SOUZA COELHO BENAZZI - Orientador |
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| Catalogação: | 23/JUN/2008 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| 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. |
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| Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=11833@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=11833@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.11833 | ||||||||||||
| Resumo: | |||||||||||||
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The objective was to identify to which the values that are
perceived by the
consumers when opting to products of the Harley-Davidson
mark. Therefore, the
bibliographical base was extracted of books and available
articles in the Internet
on culture, micro culture, behavior of the consumer,
process of purchase
decision, lifestyle, segmentation of market and
positioning. The results point that
the values more perceived by the consumers of products of
the Harley-Davidson
mark had been: lifestyle, freedom, status, quality of the
motorcycle, tradition of
the mark and old style of the motorcycle. Moreover, some
points had been salient
that of somehow can contribute for better attendance and
satisfaction of the
customers.
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