A atitude do consumidor no processo de compra de refrigerantes: um estudo da influência das marcas regionais

• Ano de defesa: 2011
• Autor(a) principal: Sala, Daniela Georgina Somaio Teixeira
• Orientador(a): Serralvo, Francisco Antonio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica de São Paulo
• Programa de Pós-Graduação: Programa de Estudos Pós-Graduados em Administração
• Departamento: Faculdade de Economia, Administração, Contábeis e Atuariais
• País: BR
• Palavras-chave em Português: Comportamento do consumidor; Processo de compra; Marcas regionais; Mercado de refrigerantes
• Palavras-chave em Inglês: Consumer behavior; Purchasing process; Marks regional; Soft drink market
• Área do conhecimento CNPq: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO::ADMINISTRACAO DE EMPRESAS
• Link de acesso: https://tede2.pucsp.br/handle/handle/976

The study presents a research about the attitude of the consumer in the buying process of regional brands of soft drinks, also known as brand B. An overview of the soft drinks market in Brazil is drawn, measuring size, characteristics, trends, strategies and players in this sector. A survey from secondary sources, has the leading brands and regional operating in this market, as well as their respective operational strategies. It also presents the profile and aspirations of consumers with low income, primary target audience of regional brands. Completing the study, a quantitative field research is applied to a sample of 290 consumers in the city of Araçatuba, located in São Paulo. We investigated factors influencing the decision to buy soft drinks, attributes relevant to the choice of soft drink brands, the brands acquired in this region, frequency and locations to purchase, beyond the mechanisms re-branding