Posicionamento de marca da Cerveja Heineken e percepção da marca pelo seu público-alvo. caso de estudo – distrito De Marracuene

Abstract

Under the title Heineken beer brand positioning and brand perception by its target audience. Study case - Marracuene village. The aim of this research is to analyze the brand positioning of Heineken beer in the village of Marracuene and how it is perceived by its target audience, identify the brand positioning strategies designed by the company Heineken and how they are perceived by the target audience. In the present work, the brand positioning strategies designed by the company Heineken and how they are perceived by target audience. In the present work, brand positioning strategies that were adopted by the company Heineken of Heineken beer in Marracuene village, attributes that distinguish the brand from competition beer, a position that the brand of beer Heineken occupies in the minds of consumers and seeks to understand if the positioning of the Heineken brand affects the company Heineken. It is an exploratory and descriptive research, whose materialization is based on observation, in the statistical and monographic method where it was used the questionnaire as a research technique. After research, it was found that the Heineken brand positioning strategies and its attributes influence the purchase decision of beer consumers. Heineken consumers in the village of Marracuene are influenced by income, have a positive perception of the brand and value their quality. The brand can reach various segments, but there is the opportunity to improve the middle class.