Fidelização a marca: uma investigação no mercado de sapatos femininos

• Autor(a) principal: Costa, Matheus de Albuquerque Ribeiro de Sá
• Data de Publicação: 2014
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/27453
• topic: Clientes - Lealdade; Marca de produtos; Calçados - Indústria - Brasil

This study focuses on the market for women's shoes, which has relevant importance to Brazil, considering that it is the fourth biggest consumer market of footwear in the world, with an annual consumption of 4.1 pairs per inhabitant, which is 78% higher than the world average and that women's consumption is even higher, an average of 5.7 pairs per inhabitants. This study have like general objective know if there is loyalty to the brand of women's shoes, and like specific objectives identify the profile of women's shoe buyer, the process of buying shoes for woman and factors that influence in your buying decision. Therefore, based on the theoretical background, was prepared a questionnaire consisting of 23 questions and was made available to the consumers on the internt using social network. Was obtained337 answers. The resoluts shows that there is no brand loyalty from most of the respondents.