Percepção da imagem da marca SICREDI : a visão dos associados da SICREDI Ouro Branco RS.

Abstract

The globalization of markets has changed the organizational environment. New competitors have emerged in markets that were dominated by local companies, bringing innovative strategies and methodologies in order to unbalance the forces competitors of that environment, introducing competitive products and services to meet the same consumers who have become more demanding and complex. In this global and dynamic scenario, the contemporary cooperative developed itself, a movement which became a recurring theme due to the proportion that it has taken in recent years. However, even in more than 110 years of the emergence of this system in the country, the credit union represents only 2% of the entire national banking movement, which motivates the study of some factors which may be causing this low-performance scenario, including the perception of members in relation to the brands of credit unions. In this way, this study was conducted at Sicredi Ouro Branco RS and seeks to identify the perception that members of the cooperative have towards the brand image of Sicredi. Among the objectives of the study are: to identify the market segments served by this organization; evaluate the different target markets; evaluate how the target markets perceive the brand image of Sicredi and propose improvement actions related to the image of this brand. In this work you can follow the discussion of various authors on issues related to cooperatives, especially credit branch, brands, and also strategic marketing. So that the objectives are achieved, the research was unfolded in two stages: the first exploratory and qualitative - that had the function to aid the next step - and the second descriptive and quantitative, that through techniques of univariate and multivariate analyzes, have revealed the existence of three distinct groups of members who responded in different ways to the stimuli of the research. Analyzing the associated groups, it was observed that the groups did not differ in gender, age and economic status of its components, indicating that the division of the groups may be a result of their attitudes, needs, preferences or even the benefits sought after. At the end, it is possible to follow the discussion of results, management recommendations and the conclusions of this study.