LUCENA, P. E. G.; http://lattes.cnpq.br/6286047845019439; LUCENA, Paulo Eduardo Gomes de.
Resumen:
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.