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Publication
O papel da marca no momento de consumo de café no Canal Horeca
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 305.59 KB | Adobe PDF | |||
| 6.8 MB | Adobe PDF |
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Abstract(s)
Um mundo sem marcas seria um mundo difícil. As marcas não são um objetivo, mas uma consequência da evolução da sociedade de consumo.
Num produto Commodity como é considerado o café, a marca torna-se extremamente essencial para que se consigam diferenciar entre si. Mas será que quem consome o café no canal Horeca realmente se importa com a marca? O presente estudo é uma análise à presença da marca no canal Horeca e aos fatores externos levam o consumidor a consumir café nestes estabelecimentos.
A world Without Brands would be difficult world. Brands are not a goal, but a consequence of the evolution of consumer society. In a Commodity product as coffee is considered, the brand becomes extremely essential for them to differentiate themselves. But does anyone who consumes coffee in Horeca Channel really care about the brand? The present study is an analysis of the brand in the Horeca channel and external factors that lead consumers to consume coffee in these establishments.
A world Without Brands would be difficult world. Brands are not a goal, but a consequence of the evolution of consumer society. In a Commodity product as coffee is considered, the brand becomes extremely essential for them to differentiate themselves. But does anyone who consumes coffee in Horeca Channel really care about the brand? The present study is an analysis of the brand in the Horeca channel and external factors that lead consumers to consume coffee in these establishments.
Description
Keywords
Marca Brand equity Café