Título: | CONSUMER ATTITUDE AND PERCEPTION TOWARDS TENNIS RACKET BRANDS | ||||||||||||
Autor(es): |
LUIZA PARDELLAS PIRES E ALBUQUERQUE |
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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=65525@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=65525@2 |
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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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