Marca própria: um estudo acerca da percepção das consumidoras de produtos da marca própria da Panvel em Santana do Livramento - RS

Abstract

This paper presents a study regarding the perception of private labels sold by the Panvel pharmacy chain, seeking to understand the important attributes of consumption in Panvel private label products and measuring the benefits perceived by consumers. The methodology used is determined through a qualitative and interpretive research with open and closed questions made with 8 respondents from Santana do Livramento municipality who are Panvel pharmacy customers, clarifying the shopping habits and consumer perceptions, thus achieving the objective of this study. However, through the results obtained in the interpretative analysis, it appears that consumers and customers of the Panvel pharmacy chain generally consider that Panvel's own brand products meet their needs, as well as the requirements regarding product quality. but with a higher cost benefit than traditional branded products.