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Consulta aos Conteúdos
Estatística
Título: CONSUMER ATTITUDE AND PERCEPTION TOWARDS TENNIS RACKET BRANDS
Autor(es): LUIZA PARDELLAS PIRES E ALBUQUERQUE
Colaborador(es): MARCUS WILCOX HEMAIS - Orientador
Catalogação: 18/DEZ/2023 Língua(s): PORTUGUESE - BRAZIL
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.
Referência(s): [pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=65525@1
[en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=65525@2
DOI: https://doi.org/10.17771/PUCRio.acad.65525
Resumo:
The purpose of this study was to examine consumer behavior regarding leading tennis racket brands, aiming to identify the most significant attributes associated with this product and comprehend their influence throughout the consumption process. The research was conducted exclusively with Brazilian tennis racket users, focusing on the brands Wilson, HEAD, and Babolat. The study employed exploratory and descriptive approaches to achieve its objectives. In the descriptive research, three distinct field studies were carried out. The first, qualitative in nature, involved in-depth interviews with four professionals in the tennis industry. The subsequent two, quantitative in approach, were conducted through a survey in two stages. The objective was to analyze the respondents attitude towards the selected brands, considering these attributes.
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