Importância da utilização de personagens e mascotes nos produtos oferecidos nos pontos de vendas

• Autor(a) principal: Ferrari, Enzo Rocha
• Data de Publicação: 2023
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/40461
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Identidade visual; Mascotes; Personagens; Embalagem; Indústria alimentícia; Pontos de venda; Marca; Visual identity; Mascots; Characters; Packaging; Food industry; Points of sale; Brand

This research project explores the importance of visual identity in consumer society, emphasizing the crucial role of mascots and characters in sales marketing. It investigates how these elements function as spokespersons, differentiating brands in a market saturated with similar products. The research addresses the gradual association of characters with products, emphasizing the humanization of the brand and the establishment of emotional bonds with consumers. The relevance of character dimensions in packaging, such as projection, dynamism, sobriety, and mobility, influencing public perception, was highlighted. Additionally, the impact of colors on visual identity was discussed, considering their emotional and cultural associations. The categorization of mascots into types, such as humanoids, mystical beings, and heroes, reveals the strategic diversity in creating these visual elements. The research addresses the need for companies to align sales goals with emotional and human strategies, recognizing that consumers evaluate not only the price but also their affinity with the brand. Bauman's analysis of "liquid modernity" underscores the importance of mascots quickly conveying the identity and purposes of the product to attract customers. The general objective of the study is to analyze consumer perception of the influence of characters in the food industry at points of sale. Specific objectives include identifying the characteristics of mascots that influence consumers and describing the use of these elements by the food industry. The justification for choosing the theme highlights the impact of visual strategies on the market, citing examples such as "Leite Moça" and "McDonald's". The timeliness of the topic, the author's personal affinity, and the growing importance of visual identity in the digital image era are additional factors justifying the research. The methodological procedures of the project included a literature review and a descriptive field survey. The results of this survey, based on 187 questionnaire responses, highlight the positive perception of respondents regarding the importance and influence of mascots