EVALUATION OF THE INFLUENCE OF THE BRAND IN CONSUMER PURCHASE DECISION

Miler Franco Danjour, Helisabela do Nascimento Pereira D’anjour, Patrícia Whebber S. de Oliveira

ABSTRACT

This study aims to evaluate the influence of the brand in consumers’ purchasing decisions of sports shoes. The methodology was a descriptive study that through the survey with the population of Natal – Brazil was analyzed to what extent the brand influence the buying decisions of the subjects studied. The results of the research identifying the most common and visible foundations of a value proposition of a brand are its benefits, which are directly related to the functions performed by the product to the client, so the most common and visible foundations of a proposal the value of a brand are its benefits, which are directly related to the functions performed by the product to the client, in addition, there is still a significant relationship of consumer emotion of sports shoes with sports brands, since these know how to work the trust and respect between the brand and the consumer. In conclusion, we identified the existence of influence of the brand in consumers’ purchasing decisions of sports shoes in Natal / RN.

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