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Organizações Rurais e Agroindustriais/Rural and Agro-Industrial Organizations >
Volume 08, Number 2, May/August 2006 >
Please use this identifier to cite or link to this item:
http://purl.umn.edu/43820
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| Title: | PERCEPÇÃO DA IMAGEM ORGANIZACIONAL: UM ESTUDO COM CONSUMIDORES DE UM SUPERMERCADO |
| Other Titles: | Perception of image organizacional: a study in the supermarket sector |
| Authors: | Barbosa, Davidson Campos Soares
Teixeira, Dalton Jorge |
| Authors (Email): | Barbosa, Davidson Campos Soares (davidsonb@pucminas.br)
Teixeira, Dalton Jorge (dajorge@pucminas.br) |
| Keywords: | retail marketing
food retail
image market
image measurement. |
| Issue Date: | 2006-05-01 |
| 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. |
| URI: | http://purl.umn.edu/43820 |
| Institution/Association: | Organizações Rurais e Agroindustriais/Rural and Agro-Industrial Organizations>Volume 08, Number 2, May/August 2006 |
| Total Pages: | 17 |
| From Page: | 240 |
| To Page: | 256 |
| Collections: | Volume 08, Number 2, May/August 2006
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| (08) Artigo 05.240.pdf | | 172Kb | PDF | View/Open |
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