The aluminum and PVC frames image configuration

Authors

  • Deonir De Toni UCS - Universidade de Caxias do Sul
  • Mikael Dalberto UCS - Universidade de Caxias do Sul
  • Gabriel Sperandio Milan UCS - Universidade de Caxias do Sul

DOI:

https://doi.org/10.5902/198346599933

Abstract

Product images as a set of functional, cognitive, symbolic and emotional representations constitute a determining factor in the purchasing consumer process. Thus, the present study aimed to identify the aluminum and PVC frames image configuration to consumers, and to identify differences in attributes perceptions to users of these products. From 40 in-depth individuals interviews with engineers, architects, constructors and users of products, it were identified the key attributes that forming the images and how they are organized with respect to their central images and constituent dimensions. Also a survey was conducted with 145 aluminum frames’ users and 120 PVC frames’ users, confirming the attributes and what their differences on consumer perceptions. The results show that aluminum frames’ users have a more favorable perception regarding the attributes presented, the perceived value and the general satisfaction with the product. Frames being a relevant element in a property choosing, the study provides important evidences for better targeting  strategic actions for the sector.

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Author Biographies

Deonir De Toni, UCS - Universidade de Caxias do Sul

Doutor em Administração na Área de Marketing pela UFRGS (Universidade Federal do Rio Grande do Sul). Professor e pesquisador da UCS (Universidade de Caxias do Sul).

Mikael Dalberto, UCS - Universidade de Caxias do Sul

Mestre em Administração pela UCS (Universidade de Caxias do Sul).

Gabriel Sperandio Milan, UCS - Universidade de Caxias do Sul

Doutor em Engenharia de Produção na Área de Sistemas de Qualidade pela UFRGS (Universidade Federal do Rio Grande do Sul). Professor e pesquisador da UCS (Universidade de Caxias do Sul). Consultor de empresas nas áreas de estratégia e mercado.

Published

2014-12-14

How to Cite

De Toni, D., Dalberto, M., & Milan, G. S. (2014). The aluminum and PVC frames image configuration. Revista De Administração Da UFSM, 7(4), 644–661. https://doi.org/10.5902/198346599933

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