TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | BEHAVIORAL ANALYSIS OF CONSUMERS REACHED BY DIFFERENT COMMUNICATION MEDIA: PIZO STORE REPORT | ||||||||||||
| Autor(es): |
RODRIGO ALBUQUERQUE DE SOUZA |
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| Colaborador(es): |
MARINA DE CASTRO FRID - Orientador |
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| Catalogação: | 04/JUN/2019 | 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=38718@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=38718@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.38718 | ||||||||||||
| Resumo: | |||||||||||||
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The objective of this study was to identify the consumer profiles and the most efficient marketing plan for a real case. To do this, it was first established the communication channels used by its consumers and then the types of consumer profiles in which the company was dealt with. It was also considered which factors contribute to the purchase decision. The second step was to analyze which of these means of communication guarantee a higher return on sales to the company. Another objective of the present study was to analyze the results obtained by the CRM and other reports generated by the company s information base, to reformulate the marketing strategies needed to improve the Pizo Store s operations, as well as to serve consumers of the products and services offered by it. The data collection was carried out throughout 2017, the company s opening period up to the present moment. At the end, with the analysis of the data collected in the research, the conclusion will be presented about how the company should position itself and manage its marketing plan based on the analysis performed.
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