Detalhes bibliográficos
| Ano de defesa: |
2016 |
| Autor(a) principal: |
COELHO , EUCLYDES GHEDIN
 |
| Orientador(a): |
Markus , Kleber |
| Banca de defesa: |
Kunioshi, Marcio Shoiti,
Freire, Otavio Bandeira de Lamonica |
| Tipo de documento: |
Dissertação
|
| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Universidade Metodista de Sao Paulo
|
| Programa de Pós-Graduação: |
Administracao
|
| Departamento: |
Administracao::Programa de Pos Graduacao em Administracao
|
| País: |
Brasil
|
| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
http://tede.metodista.br/jspui/handle/tede/1539
|
Resumo: |
The Globalization has made it possible for countries to find their customers anywhere, Brazil being the fourth consumer market in the world cars, virtually all global manufacturers want to be present in this market. With the Chinese, holders of the title of biggest global automobiles producers, it wouldn’t be different. However, unlike the steady growth of its worldwide production, they saw their sales stagnate at low levels in Brazil in recent years. The aim of this study is to understand the evil of sales performance the Chery brand in Brazil, from the perspective of Sales Managers of used car agencies and former owners. To try to answer this question, we opted for an exploratory study, through a literature review and a qualitative research, with open in-depth interviews based on a pre-established script and a cut in the city of São Paulo – SP. It was also used an electronic media secondary research, which confirmed the information obtained in the field research. As shown in this job, all brands had a reduction in sales, however, Chineses brands have suffered major reductions as “national” brands. In the survey it was observed that three factors were decisive for the bad performance of Chineses brands and consequently the brand Chery as well. The first one was the increase of Tax on Industrialized Products (IPI), the second was the economic crisis that Brazil is undergoing and the third was the rejection of Chery cars. This rejection was due a lot of factors, added the negative experiences that consumers had with imported brands of vehicles that left the country, the image that Chineses products are copies and the hypothetical bias that Chineses products have low quality. Therefore, listening to the interviewees and through the comments on the Chery brand in electronic media, it can be deduced that only the economic crisis and tax increases not fully justify the poor sales performance of the Chery brand. This analysis, indicates that rejection factors to the Chery brand vehicles had a decisive participation in the significant drop in its sales in the period of 2010 to 2014. |
