GESTÃO DA MARCA FARM RIO

um olhar sob as perspectivas dos gestores e do comportamento do consumidor

Abstract

Brand management is essential to differentiate a company in the competitive market, build identity, and retain customers. The overall objective of this work is to analyze the branding management of Farm Rio based on consumer behavior and the perception of store managers in Cuiabá, MT. The research was conducted with a sample of 82 brand customers, as well as 2 store managers, in Cuiabá, MT. Using a mixed methods approach, combining qualitative and quantitative elements, the research employed content analysis and descriptive statistical analysis. The research results demonstrated that consumers mainly value the design and style of the products when choosing the brand, showing a strong connection with the aesthetics and appearance of the items. Furthermore, it stands out for the strong physical presence of the stores, focusing on the shopping experience and brand identity. From the managers' perspective, customer service is identified as an essential strategy for customer retention, aiming to provide a positive and personalized experience. The high rate of product recommendation by consumers to friends and family members underscores the trust and satisfaction of customers, indicating a potential indicator of success and loyalty for Farm Rio.