TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | THE INFLUENCE OF COSMETIC BRAND POSITIONING ON CONSUMER ATTITUDE | ||||||||||||
| Autor(es): |
JESSICA DE SOUZA C M P C ALVARENGA |
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| Colaborador(es): |
MARCUS WILCOX HEMAIS - Orientador |
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| Catalogação: | 02/AGO/2021 | 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=54020@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=54020@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.54020 | ||||||||||||
| Resumo: | |||||||||||||
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This study aims to analyze the influence of cosmetic brand positioning on consumer attitude, studying the brands Fenty Beauty, Natura and Lola Cosmetics. First, for this, a qualitative research was carried out with twelve interviewees between twenty and fifty-three years old and, after that, a quantitative research was carried out, with the attributes defined in the first survey by the respondents. The objective was to evaluate which attributes were considered important to the consumer and how they influenced their attitude towards brands. Thus, it could be seen that consumers value cost-effectiveness, sustainability, among other important attributes.
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