UTILIZAÇÃO DA MARCA LOCAL COMBINADA A EMPRESAS E PRODUTOS: ESTUDO DE CASO DO PÓLO DE MODA ÍNTIMA DE NOVA FRIBURGO

• Ano de defesa: 2006
• Autor(a) principal: Costa, Frederico Steiner
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Programa de Pós-graduação em Sistemas de Gestão; Segurança do Trabalho, Meio-ambiente, Gestão pela Qualidade Total
• Palavras-chave em Português: Marcas; Marca Local; Nova Friburgo; Pólo de Moda Íntima; brands; local brand; cluster of women s underwear; CNPQ::ENGENHARIAS::ENGENHARIA DE PRODUCAO
• Link de acesso: https://app.uff.br/riuff/handle/1/21211

This report aims to analyze the concept of using local brands combined to products and companies. In order to do that, a study was carried out in a cluster of women s underwear (lingerie) located in the city of Nova Friburgo, in the State of Rio de Janeiro (Pólo de Moda Íntima da Cidade de Nova Friburgo RJ). The objective of the study was to demonstrate that the use of a local brand, when linked to a cluster of women s underwear in a given place, may help to increase sales, both of industry and commerce of the city. The study also aims to identify if a local brand could grant more quality to the product of a brand in a specific industry. The research has an exploratory and qualitative/quantitative nature and were carried out with consumers and businessmen of the cluster in the city of Nova Friburgo, in the State of Rio de Janeiro dealing with womens underdwear, aiming to confirm the feasibility of combining local and commercial brands. The results looked to demonstrate the behavior standards of the consumers, the ways of the businessmen managing brands as well as the influence of the brand in the decision making process of buying. The study concludes that, the commercial brand, when combined to the local brand, has more power and is better noticed by the customers