Brand perception: an analysis of supermarket retail of Aracaju after acquisitions of international companies/Percepcao de marca: uma analise do varejo supermercadista tradicional de Aracaju apos aquisicoes de empresas internacionais

The study under review proposes to investigate how three of the most important brand's supermarket--representatives of multinational retailed--are perceived. In this article they will be named by P, W and C. Specifically, demanded up: identify the socioeconomics and psychograph customers in PDV and it's influential's areas at store; and investigate the perception of brands values of supermarkets under review. Through the method descriptive and quantitative, were applied some questionnaires in 288 costumers of the principals stores about the brands studied and their surroundings, using a probabilistic systematic sampling, looking for answer the constitutive hypotheses made in study. The data were analyzed with software SPSS help (Statistical Package for Social Sciences) and were applied in statistical tests: ANOVA, T-Student and Tukey, and Cluster Analysis. The result allows concluding that despite of consumers of the studied brands has in general similar characteristics, there some differences that may have directed strategies. About the aspect of brand equity (loyalty, memory/association and perceived quality), it is possible affirm that C brand stands out with better perception of its proximity aspects within the studied public. Keywords: Retail. Branding. Brand equity. O estudo em analise se propoe a averiguar como sao percebidas as tres principais marcas de supermercados presentes em Aracaju, representantes de multinacionais varejistas, que nesse artigo serao denominadas de P, W e C. Especificamente, procurou-se: identificar as caracteristicas socioeconomicas e psicograficas dos clientes no ponto de venda e nas areas de influencia das lojas; e averiguar a percepcao de valor das marcas dos supermercados em analise. Atraves do metodo descritivo-quantitativo, foram aplicados questionarios estruturados a 288 clientes das principais lojas das marcas estudadas e entorno, utilizando-se amostragem probabilistica sistematica, buscando responder as hipoteses constitutivas formuladas no estudo. Os dados foram analisados com o auxilio do software SPSS (Statistical Package for Social Sciences) e foram aplicados os testes estatisticos: ANOVA, o T-Student e o Tukey, alem do Cluster Analysis. Os achados permitem concluir que, apesar dos consumidores das marcas estudadas possuirem no geral caracteristicas semelhantes, ha diferencas que necessitam de estrategias direcionadas. Sobre o aspecto do brand equity (lealdade, lembranca/associacao e qualidade percebida), e possi