atributos, mercado, clientes, cavalos, Mangalarga Marchador.
Brito, Raphael Bernardes Grillo de.
A study on the behavior of the
de Janeiro, 2017. 50 páginas. Trabalho de Conclusão de Curso
Departamento de Administração. Pontifícia Universidade Católica do Rio
to the decision process of purchase of Mangalarga Marchador horses. In this
sense, it seeks to obtain information regarding the attributes considered
important by consumers for this resolution. In order to do this, we used as a basis
of research in-depth interviews and a questionnaire with people who in some way
have relation with the race in question and thus generated data and results
relevant to the work. The paper also makes a bibliographical review, of theories
and documents, that supported the conclusions.
In this way, it was possible to propose strategies to the entity that controls
the breed and what it should exploit to acquire new consumers, to please and
retain their current customers and to expose to the consumers themselves the
profile of the market they are in, how it behaves and how they occur your