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A relação do público-alvo com o marketing sensorial das marcas de cosméticos veganas: uma análise comparativa
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| 1.3 MB | Adobe PDF |
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Abstract(s)
O presente trabalho apresenta uma análise sobre a relação do público-alvo com o marketing sensorial das marcas de cosméticos veganos, por meio de pesquisas qualitativas e conversa com diferentes consumidores. O objetivo é entender mais a fundo sobre quais experiências e sensações essas marcas conseguem despertar nos consumidores e se isso afeta na relação entre consumidor x marca. O estudo concebe desde a compreensão sobre os panoramas gerais do marketing até estudos sobre o mercado de cosméticos brasileiro. O método de análise bibliográfico se baseia, principalmente, em pesquisas de autores como Kotler, Keller e Lindstrom.
This paper presents an analysis of the relationship between the target audience and the sensory marketing of vegan cosmetic brands, through qualitative research and conversation with different consumers. The objective is to understand more deeply about what experiences and sensations these brands are able to awaken in consumers and whether this affects the relationship between consumer x brand. The study ranges from understanding the general marketing panoramas to studies on the Brazilian cosmetics market. The bibliographic analysis method is mainly based on research by authors such as Kotler, Keller and Lindstrom.
This paper presents an analysis of the relationship between the target audience and the sensory marketing of vegan cosmetic brands, through qualitative research and conversation with different consumers. The objective is to understand more deeply about what experiences and sensations these brands are able to awaken in consumers and whether this affects the relationship between consumer x brand. The study ranges from understanding the general marketing panoramas to studies on the Brazilian cosmetics market. The bibliographic analysis method is mainly based on research by authors such as Kotler, Keller and Lindstrom.
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Keywords
Branding Marketing sensorial Cosméticos Veganismo