Brand perception: an analysis of supermarket retail of Aracaju after acquisitions of international companies

• Autor(a) principal: Santos, Andréa Pinto Correia dos
• Data de Publicação: 2009
• Outros Autores: Carvalho, Kleverton Melo de, Morato, Rosinadja Batista dos Santos
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Internext
• Texto Completo: https://internext.espm.br/internext/article/view/85
• topic: Varejo; Branding; Brand Equity.

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.