Brand perception: an analysis of supermarket retail of Aracaju after acquisitions of international companies
The study under review proposes to investigate how three of the most important brand´s supermarket - representatives of multinational retailed - are perceived. In this article they will be named by P, W and C. Specifically, demanded up: identify the socioeconomics and psychograph customers in PDV a...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Escola Superior de Propaganda e Marketing - ESPM
2009-03-01
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| Series: | Internext: Revista Eletrônica de Negócios Internacionais |
| Subjects: | |
| Online Access: | https://internext.espm.br/internext/article/view/85 |
| _version_ | 1818935062779920384 |
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| author | Andréa Pinto Correia dos Santos Kleverton Melo de Carvalho Rosinadja Batista dos Santos Morato |
| author_facet | Andréa Pinto Correia dos Santos Kleverton Melo de Carvalho Rosinadja Batista dos Santos Morato |
| author_sort | Andréa Pinto Correia dos Santos |
| collection | DOAJ |
| description | The study under review proposes to investigate how three of the most important brand´s supermarket - representatives of multinational retailed - are perceived. In this article they will be named by P, W and C. Specifically, demanded up: identify the socioeconomics and psychograph customers in PDV and it´s influential´s areas at store; and investigate the perception of brands values of supermarkets under review. Through the method descriptive and quantitative, were applied some questionnaires in 288 costumers of the principals stores about the brands studied and their surroundings, using a probabilistic systematic sampling, looking for answer the constitutive hypotheses made in study. The data were analyzed with software SPSS help (Statistical Package for Social Sciences) and were applied in statistical tests: ANOVA, T-Student and Tukey, and Cluster Analysis. The result allows concluding that despite of consumers of the studied brands has in general similar characteristics, there some differences that may have directed strategies. About the aspect of brand equity (loyalty, memory/association and perceived quality), it is possible affirm that C brand stands out with better perception of its proximity aspects within the studied public. |
| first_indexed | 2024-12-20T05:14:12Z |
| format | Article |
| id | doaj.art-4ea38242928842cf9df9e088abeb52d1 |
| institution | Directory Open Access Journal |
| issn | 1980-4865 |
| language | English |
| last_indexed | 2024-12-20T05:14:12Z |
| publishDate | 2009-03-01 |
| publisher | Escola Superior de Propaganda e Marketing - ESPM |
| record_format | Article |
| series | Internext: Revista Eletrônica de Negócios Internacionais |
| spelling | doaj.art-4ea38242928842cf9df9e088abeb52d12022-12-21T19:52:12ZengEscola Superior de Propaganda e Marketing - ESPMInternext: Revista Eletrônica de Negócios Internacionais1980-48652009-03-014113015010.18568/1980-4865.41130-15082Brand perception: an analysis of supermarket retail of Aracaju after acquisitions of international companiesAndréa Pinto Correia dos Santos0Kleverton Melo de Carvalho1Rosinadja Batista dos Santos Morato2Universidade Federal de SergipeUniversidade Federal de SergipeFaculdade de Administração e Negócios de SergipeThe study under review proposes to investigate how three of the most important brand´s supermarket - representatives of multinational retailed - are perceived. In this article they will be named by P, W and C. Specifically, demanded up: identify the socioeconomics and psychograph customers in PDV and it´s influential´s areas at store; and investigate the perception of brands values of supermarkets under review. Through the method descriptive and quantitative, were applied some questionnaires in 288 costumers of the principals stores about the brands studied and their surroundings, using a probabilistic systematic sampling, looking for answer the constitutive hypotheses made in study. The data were analyzed with software SPSS help (Statistical Package for Social Sciences) and were applied in statistical tests: ANOVA, T-Student and Tukey, and Cluster Analysis. The result allows concluding that despite of consumers of the studied brands has in general similar characteristics, there some differences that may have directed strategies. About the aspect of brand equity (loyalty, memory/association and perceived quality), it is possible affirm that C brand stands out with better perception of its proximity aspects within the studied public.https://internext.espm.br/internext/article/view/85varejobrandingbrand equity. |
| spellingShingle | Andréa Pinto Correia dos Santos Kleverton Melo de Carvalho Rosinadja Batista dos Santos Morato Brand perception: an analysis of supermarket retail of Aracaju after acquisitions of international companies Internext: Revista Eletrônica de Negócios Internacionais varejo branding brand equity. |
| title | Brand perception: an analysis of supermarket retail of Aracaju after acquisitions of international companies |
| title_full | Brand perception: an analysis of supermarket retail of Aracaju after acquisitions of international companies |
| title_fullStr | Brand perception: an analysis of supermarket retail of Aracaju after acquisitions of international companies |
| title_full_unstemmed | Brand perception: an analysis of supermarket retail of Aracaju after acquisitions of international companies |
| title_short | Brand perception: an analysis of supermarket retail of Aracaju after acquisitions of international companies |
| title_sort | brand perception an analysis of supermarket retail of aracaju after acquisitions of international companies |
| topic | varejo branding brand equity. |
| url | https://internext.espm.br/internext/article/view/85 |
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