TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | ANALYSIS OF SWIMMERS’ ATTITUDE ABOUT SWIMMING BRANDS | ||||||||||||
| Autor(es): |
LUISA COSTA LIMA |
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| Colaborador(es): |
MARCUS WILCOX HEMAIS - Orientador |
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| Catalogação: | 18/DEZ/2023 | 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=65512@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=65512@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.65512 | ||||||||||||
| Resumo: | |||||||||||||
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The study aims to analyze the influence of different attributes on the consumer s attitude.
Consumers are being divided into two categories: semi-professional/professional swimmers
and hobby/leisure swimmers, about the main swimming brands. The survey was carried out
exclusively with consumers of swimming products of the three brands analyzed (Speedo, Arena
and Hammerhead), residing in Rio de Janeiro, aged between seven and seventy years. For the
present study, a qualitative stage was carried out, with in-depth interviews in which the
respondents indicated what are the main factors that swimmers look for in the products in their
purchases. Subsequently, a survey was carried out for the swimmers to rank by assigning
weights to the four main attributes most valued by them when consuming swimming
products, and in addition to explain the reasons for choose that order of priority. Finally,
a qualitative stage was carried out through a questionnaire for 63 swimmers and then the
Fishbein model was applied to the three brands. The objective of this study was to analyze the
different perceptions of two different swimmers niches in relation to the selected brands
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