PERCEPÇÃO DA IMAGEM ORGANIZACIONAL: UM ESTUDO COM CONSUMIDORES DE UM SUPERMERCADO

Davidson Campos Soares Barbosa and Dalton Jorge Teixeira

Organizações Rurais e Agroindustriais/Rural and Agro-Industrial Organizations, 2006, vol. 08, issue 2, 17

Abstract: Our goal, in this research, was to describe the perception of the image of a supermarket of the city of Belo Horizonte for its consumers. Studies regarding the image in the marketing environment and in special in the retail market, already come being carried through since the last half of century XX. In its theoretical base are evidenced the main authors who study the retail market and also bring the theoretical contribution of the relation of the image and organization, starting from the classic article written for Pierre Martineau “The personality of the Retail Store”. It presents a descriptive research carried through questions structuralized and halfstructuralized the consumers of a supermarket, for verification of the perception of the image of this supermarket. The presented results demonstrate that the intrinsic aspects to the organization can influence the behavior of its consumers and that these aspects must be seen as a differential of market to be explored in this segment of the food retail. In the conclusion, the final consideration on the accomplished research and the suggestions about the reached results of research are presented.

Date: 2006
References: Add references at CitEc
Citations:

Downloads: (external link)
https://ageconsearch.umn.edu/record/43820/files/_08_%20Artigo%2005.240.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ags:orarao:43820

DOI: 10.22004/ag.econ.43820

Access Statistics for this article

More articles in Organizações Rurais e Agroindustriais/Rural and Agro-Industrial Organizations from Universidade Federal de Lavras, Departamento de Administracao e Economia Contact information at EDIRC.
Bibliographic data for series maintained by AgEcon Search ().