TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | CONSUMER BEHAVIOROF CAREBRANDS IN RIO DE JANEIRO USING METHODOF HIERARCHICAL ANALYSIS | ||||||||||||
| Autor(es): |
CAMILA FÁBREGAS DA COSTA MORAES |
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| Colaborador(es): |
JORGE DURO - Orientador |
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| Catalogação: | 23/JUN/2016 | 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=26672@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=26672@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.26672 | ||||||||||||
| Resumo: | |||||||||||||
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This study analyzes the consumer behavior of skin care market in Rio de Janeiro. It was based on the opinions of a focus group composed of seven people who are buyers in the industry.Their answers were analyzed by the Method of Hierarchical Analysis - MAH (Saaty 1997). Four main brands were selected and described, and the opinions were based on these brands and criteria that the group defined as most important at the time of purchase and it perception in brand quality. The study also took into consideration theories and factors on consumer behavior and behavioral research and market projection.
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