Análise e comparação das marcas BEMOL, AMERICANAS e TAMAQUARÉ no município de Parintins

Abstract

The present work, entitled "THE ANALYSIS AND COMPARISON OF THE BEMOL, AMERICANAS AND TAMAQUARÉ BRANDS IN THE MUNICIPALITY OF PARINTINS", aims to evaluate the consumer's perception of the brands present in the Parintins market, collecting data through questionnaires applied to the companies Bemol, Americanas and Tamaquaré. The choice of this theme arose from the extreme importance of comparing the stores present in the municipality considering the interconnection between economic, cultural and social aspects that shape the identity of the municipality to understand the factors that influence the purchase decision. As theoretical contributions, we have authors such as: AAKER (1986), KOTLER (2012), KAPFERER (1986). The study was carried out at the University of the State of Amazonas (UEA). The study used a qualitative-quantitative approach, which allowed an in-depth analysis of consumer perceptions in relation to the Bemol, Americanas and Tamaquaré brands in the municipality of Parintins. Data collection was carried out through structured questionnaires, applied directly to consumers of the three companies, with the objective of understanding their preferences, perceptions and loyalty to the brands. The choice of the quantitative method is justified by the need to capture subjective and cultural aspects that influence consumer behavior, especially in a local context such as Parintins, where cultural factors play a significant role. The data obtained were analyzed in an interpretative way, seeking to identify behavior patterns and strategies of the companies that most impact the public