Os processos de comunicação na construção da imagem mercadológica das indústrias de sorvetes da cidade de Sousa-PB.

Abstract

The present study was performed in two industries in the city of Sousa-PB: a Sorvetes Mareni e a Sorvetes Flor de Lis, with the aim of identifying how the market perceives the marketing image of these industries through their communication processes. To arrive at the results, we used a qualitative approach, through interviews with directors, clients and consumers in these industries to gather opinions about these items. We also used the bibliographical research, which analyzed ideas, views and conceptions of various authors, experts in marketing image and corporate communications, which made it possible to approach the concepts. The technique of data analysis was used content analysis proposed by Badrin (1977). The results show that the two companies have a good image in the market, but with the perception of the brand, they reveal that the majority of respondents have a good perception of the industry only Mareni while Flor de Lis has problems at some points. The results also show faults in the communication process of the two organizations, which demonstrates the need for planning in the way of how to communicate with the public. It is also observed that the most important aspect related to the construction of the current image of these organizations are the products. in other words the entire process of communication that incorporates the creation of an Marketing image and consequently a market reputation is grounded in the perception of the market in products sold by companies.