Journal of Marketing Management

Do you not know Our Brand? The Perceptions of Consumers of Decorative Candles
Tonny Kerley de Alencar Rodrigues, Ana Alice Vilas Boas, Jaime Alves da Silva, Keully Yasmim Moreira de Carvalho

Abstract
An analysis of the Brazilian market of decorative candles which demonstrated a high consumption in recent years was performed. Thus, it becomes important to develop targeted to understand consumer behavior in relation to these products brand studies. The aim of this study is to identify factors related to the low penetration of the company brand Decora Candles in the state of Piauí, Brazil. For this, a quantitative and qualitative approach was used. A quantitative approach was restricted to a question that sought to measure the satisfaction level of the customers of the company. So overwhelmingly reported a qualitative approach using the technique of case studies. The data collection instrument used was a semistructured script interviews containing 7 subjective questions was applied along the 30 consumers of the company between the months of March and April 2014 was found that the company needs to improve its image before the market so that it is seen and perceived by the market generating direct association with the product brand. Was realized through this study the increased power that the brand has within the administration today.

Full Text: PDF     DOI: 10.15640/jmm.v2n3-4a5