O posicionamento da marca do arroz Prato Fino em São Borja- RS

Abstract

The present work had for objective to verify the positioning of the mark Prato Fino between the consumers and non consumers of São Borja. To reach the objectives the method descriptive, quanti-qualitative it was used, with rising of data through interviews with questionnaires with about 102 interviewees, being these divided in consumers and non consumers. Because the study of the positioning revealed the image and concept that the produto/marca possesses, together with your qualities, significances, etc. The reached results evidence that consumers and non consumers be-borjenses, when questioned on mark of rice, they reminded in first place of the rice Prato Fino, linking to the mark characteristics as high quality, good revenue, trust, praticidade, etc. they could Also transmit your meanings, in relation to the product, revealing the principal reason of the use of the rice Prato Fino, being because of your high quality; and the principal reason of not using the rice Prato Fino that was because of the high price. The conclusion is that the present study can reveal which is the positioning of the mark Prato Fino between the consumers and no consumers be-borjenses, propitiating possible ways to reach and to manage the involved mark. With that, the consumers and non consumers could evaluate the characteristics of the rice and of the mark Prato Fino, generating results that can contribute to the administration of the company.