TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | FASHION AT FARM: A STUDY ON THE BRAND PERCEPTION OF CONSUMERS AND NON CONSUMERS FROM RIO DE JANEIRO | ||||||||||||
| Autor(es): |
MARIANA MACHADO WOLLNY |
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| Colaborador(es): |
MARINA DE CASTRO FRID - Orientador |
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| Catalogação: | 02/MAI/2018 | 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=33753@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=33753@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.33753 | ||||||||||||
| Resumo: | |||||||||||||
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This paper s objective is to analyze the identity envisioned by Farm and the brand image amongst consumers and non consumers in order to identify if there is a gap between these perceptions that could produce a negative impact on the brand. In order to reach the final objective the author has identified secondary objectives that will also be covered in this paper such as: present the brand identity; identify the main brand positioning amongst consumers and non consumers; evaluate if the brand positioning of non consumers is a barrier to buy Farm s products and if this brand positioning has a negative impact on Farm s brand.
In order to produce such analysis a bibliographical review was made and a quantitative questionnaire was applied to a sample of 101 persons. The author concludes that consumers and non consumers have the same perceptions about Farm s brand and that the negative aspects that both groups perceive could negatively impact the brand through mouth to mouth marketing.
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