TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | OWN BRAND AND CUSTOMERS WHAT DRIVES THE COSTUMER TO CONSUME OWN BRAND PRODUCTS | ||||||||||||
| Autor(es): |
MARCELO DE CARVALHO COMETTE |
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| Colaborador(es): |
ANDRE LUIZ ROIZMAN - Orientador |
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| Catalogação: | 26/NOV/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=12531@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=12531@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.12531 | ||||||||||||
| Resumo: | |||||||||||||
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The main aim of this work is to study the behavior of
Sendas customers from the South Zone of Rio de Janeiro in
relation to Sendas own-brand products. The costumer
behavior will be analyzed regarding the knowledge and
consumption of those products focusing on possible causes
that will define its acquisition.
Through a study of the marketing theory and data gathering
via email research, the objective is also to understand
what attracts the customers on the Own-Brand Products. This
work will analyze the environment of the supermarket
sector, the process behind customers' purchasing decisions
and the influence of price on these decisions. The
objective is therefore to understand how the
significant investment undertaken by Sendas in its own-
brand products is regarded by its customers and how it
reflects on the company's profit. The conclusions of the
research performed in this work will be analyzed
together with several other studies in the Own-Brand Area
in order to propose an optimization of the communications
and the sales of those products.
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