Do global ao local : como os consumidores percebem estratégias de regionalização mercadológicas implementadas por multinacionais de alimentos em Recife - PE

• Ano de defesa: 2016
• Autor(a) principal: LEMOS, Brenda Sales Meireles de
• Orientador(a): VITAL, Tales Wanderley
• Banca de defesa: SILVA, Emanuel Sampaio, MENELAU, Almir Silveira
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal Rural de Pernambuco
• Programa de Pós-Graduação: Programa de Pós-Graduação em Administração e Desenvolvimento Rural
• Departamento: Departamento de Administração
• País: Brasil
• Palavras-chave em Português: Consumidor; Mercado regional; Multinacional; Marketing
• Palavras-chave em Inglês: Consumer; Regional market; Multinational
• Área do conhecimento CNPq: OUTROS::ADMINISTRACAO RURAL
• Link de acesso: http://www.tede2.ufrpe.br:8080/tede2/handle/tede2/4561

Regionalization is widely studied from geographical point of view when you want to know something about a particular region or economic point of view when you want to cut a region and from this study the aspects of its economy, in scientific circles, however, this theme from the market point of view there is still deepening opportunities. In recent years, we could see the execution of the latter concept being implemented by multinational food in northeastern Brazil, on, this work aims to evaluate consumer behavior in this movement. The economic rise of the poorer classes sparked interest in these companies, who chose this region to gain competitive advantages over its competitors, allowing them to direct its global efforts mercadológicos acting locally. To meet the proposed objective, we conducted a survey applying questionnaire with one hundred sample and fifty consumers belonging to the CDE classes in the city of Recife / PE, to reach this consumer profile, selected among the three poorest districts of the city and these They were addressed in the neighborhood grocery randomly selected for the sample. The result is that the vast majority of consumers buy quality products, often products of the multinationals themselves, but do not consume the regionalized products introduced to the market by these companies. The conclusion obtained in this research allows us to understand that the regionalization strategy planned and executed by the multinational research participants food is not reflecting consumer preference for buying and even the memory of their brands as their favorite.