O EFEITO DO PAÍS DE ORIGEM DE PRODUTOS NA PERCEPÇÃO DE EXECUTIVOS FRANCESES E BRASILEIROS
DOI:
https://doi.org/10.13037/gr.vol25n73.150Palavras-chave:
marketing, percepção do consumidor, país de origem do produtoResumo
Esta pesquisa buscou explorar a percepção dos consumidores franceses e brasileiros quanto a produtos estrangeiros e, em particular, com relação ao produto brasileiro. A pesquisa se fundamenta na aplicação de um questionário de 20 questões com escala baseada em adjetivos bipolares, que procura medir a percepção do consumidor (NAGASHIMA, 1970). Constatou-se que os consumidores franceses e brasileiros percebem o produto brasileiro como bastante inferior aos produtos dos países desenvolvidos no que diz respeito à imagem e à qualidade. Esta percepção se aproxima bastante do que se observou quanto ao produto chinês. Observou-se, também, que o consumidor francês tem uma imagem estereotipada do produto brasileiro (por exemplo: café, carnaval, futebol, música/ dança, dentre os produtos mais lembrados), que não condiz com a realidade de desenvolvimento industrial do país. Concluiu-se que o Brasil tem um grande esforço a fazer para construir uma imagem externa mais condizente com sua realidade, bem como com seus interesses econômicos. Palavras-chave: marketing, percepção do consumidor, país de origem do produto.Downloads
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