A Melissa e as suas consumidoras : estudo qualitativo sobre variações na percepção do posicionamento e identidade de marca em diferentes faixas etárias.

Abstract

This work intends to study the plastic shoe brand Melissa and research whether the consumers' age group influences the way they absorb and interpret the brand. In order to achieve this, the theoretical basis was structured based on identity and brand positioning aspects, consumer behavior, and issues surrounding the female gender and the age groups involved. Qualitative research was employed as the main method to verify this hypothesis, through interviews with 12 of the brand consumers, divided on X, Y and Z generations. The results gathered by analyzing the answers mostly point that Melissa uses various platforms to reach consumers and is associated with aspects linked to youthfulness, style and differentiation. However, it became evident that there isn't, in fact, a thought and attitude divide based solely on generation, but a perception according to the influential aspects on consumer behavior, like the groups they live with, their surroundings, and cultural factors present in society, which are interpreted distinctively by each person.