A EXPERIÊNCIA DE MARCA COMO FATOR DE DECISÃO DE CONSUMO: UM ESTUDO DE CASO DA MARCA LEOPOLDO 47
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Arquivos
Data
2023-12
Autores
Orientador
Meurer, Flávio Roberto
Banca
Kreutz, Elizete De Azevedo
Fuhr, Ísis Fabiane Da Silveira
Título do periódico
ISSN
Título do Volume
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Resumo
O setor de serviços, onde se enquadram restaurantes e bares, teve retração de 4,5% em 2020, segundo dados do IBGE, muitos estabelecimentos fecharam as portas por não conseguirem se manter em meio à pandemia com restrições de circulação. Após este período, os esforços buscaram trazer de volta o público. Para que isso fosse possível, muitos estabelecimentos perceberam que as experiências que a marca proporciona poderiam ser o caminho. Com este artigo buscou-se responder a seguinte questão: experiência de marca é um fator importante na tomada de decisão de consumo? Para responder trouxe um estudo de caso da marca Leopoldo 47. O objetivo geral deste artigo é identificar a importância das experiências propostas pela marca na tomada de decisão dos clientes do Leopoldo 47. A abordagem escolhida foi o método qualitativo exploratório que por meio de entrevistas com os clientes do bar buscou responder esta questão e compreender como os clientes percebiam as experiências no local e com a marca. As experiências podem e devem ser percebidas nas diferentes formas de contato com a marca. O objetivo foi atingido, com base nas entrevistas. Pode-se constatar que sim a experiências que a marca busca proporcionar aos seus clientes com um bom atendimento, opções diferentes no cardápio de comidas e bebidas e nesta categoria menciono também os drinks autorais, e ainda a decoração, playlist são fatores levados em conta na hora de decidir onde será o happy hour com os amigos ou a comemoração especial com a família.
The services sector, which includes restaurants and bars, shrank by 4.5% in 2020, according to IBGE data, many establishments closed their doors because they were unable to maintain themselves amid the pandemic with movement restrictions. After this period, efforts sought to bring back the public. To make this possible, many establishments realized that the experiences that the brand provides could be the way forward. This article sought to answer the following question: is brand experience an important factor in consumer decision-making? To respond, I brought a case study of the Leopoldo 47 brand. The general objective of this article is to identify the importance of the experiences proposed by the brand in the decision-making of Leopoldo 47 customers. The approach chosen was the exploratory qualitative method that, through interviews with bar customers sought to answer this question and understand how customers perceived experiences at the location and with the brand. Experiences can and should be perceived in different forms of contact with the brand. The objective was achieved, based on the interviews. It can be seen that yes to the experiences that the brand seeks to provide its customers with good service, different options on the food and drink menu and in this category I also mention the signature drinks, as well as the decoration, playlist are factors taken into account in the time to decide where happy hour will be with friends or a special celebration with family.
The services sector, which includes restaurants and bars, shrank by 4.5% in 2020, according to IBGE data, many establishments closed their doors because they were unable to maintain themselves amid the pandemic with movement restrictions. After this period, efforts sought to bring back the public. To make this possible, many establishments realized that the experiences that the brand provides could be the way forward. This article sought to answer the following question: is brand experience an important factor in consumer decision-making? To respond, I brought a case study of the Leopoldo 47 brand. The general objective of this article is to identify the importance of the experiences proposed by the brand in the decision-making of Leopoldo 47 customers. The approach chosen was the exploratory qualitative method that, through interviews with bar customers sought to answer this question and understand how customers perceived experiences at the location and with the brand. Experiences can and should be perceived in different forms of contact with the brand. The objective was achieved, based on the interviews. It can be seen that yes to the experiences that the brand seeks to provide its customers with good service, different options on the food and drink menu and in this category I also mention the signature drinks, as well as the decoration, playlist are factors taken into account in the time to decide where happy hour will be with friends or a special celebration with family.
Descrição
Palavras-chave
Experiência de marca; Marca; Diferenciação; Bar; Estudo de caso; Leopoldo 47; Brand experience; Brand; Differentiation; Case study
Citação
SCHENA, Meridiane Jandrey. A EXPERIÊNCIA DE MARCA COMO FATOR DE DECISÃO DE CONSUMO: UM ESTUDO DE CASO DA MARCA LEOPOLDO 47. 2023. Monografia (Graduação em Comunicação Social com Habilitação em Publicidade e Propaganda) – Universidade do Vale do Taquari - Univates, Lajeado, 04 dez. 2023. Disponível em: http://hdl.handle.net/10737/4245.