Construção das marcas próprias Taeq, Qualitá e Dia a partir do estudo dos contratos de comunicação

Detalhes bibliográficos
Ano de defesa: 2010
Autor(a) principal: Moreira, Rogério Bandeira de Melo lattes
Orientador(a): Prado, José Luiz Aidar
Banca de defesa: Não Informado pela instituição
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 Comunicação e Semiótica
Departamento: Comunicação
País: BR
Palavras-chave em Português:
Palavras-chave em Inglês:
Área do conhecimento CNPq:
Link de acesso: https://tede2.pucsp.br/handle/handle/5281
Resumo: This research paper aims to examine how supermarkets develop their own house brands through contracts of communication established at their retail centers. We did a semiotic analysis of the house brand's packaging and of the interior of the supermarkets where they are sold. Three house brands were chosen for analysis: Taeq, Qualita, and Dia. "Pao de Acucar, who owns Taeq and Qualita, targets audiences of higher classes (A and B), whereas "Dia" targets lower classes (C and D). In this context, through descriptive research, the comparative investigation involved the communication in the semiotic spaces of the supermarkets for both segments. We used as a foundation Patrick Charaudeau s concept of contract of communication, as well as Stuart Hall s definition of post modern consumers. For the semiotic analysis of the house brands we adopted C.S. Pierce s semiotics, and for the analysis of the local store we considered the way in which the contract of communication distributes the house brand products in the semiotic space of the supermarket. Through this research we looked to understand how the consumer is led to seek out the house brand. How is this perception connected to the house brand's contracts of communication? The proposed hypothesis is that the house brand is viewed by the consumer through the contract of communication as developed by the main brand of the retailer. The house brand, after establishing a contract of communication with its idealized consumer, may or may not connect the supermarket to the house brand product, bringing the reference table closer and causing a desired interpretational effect The house brand, as a communicational element, was one of the most important changes brought into the Brazilian retail market, as it pertains to brand communication processes. The consideration of the contract of communication shifts the academic interest for the house brand from its importance as purely a marketing tool, to its examination in a communicational aspect