A new view at the planning marketing popular products: Exploratory study electronics sector with companies in Brazil Um novo olhar sobre o planejamento de marketing dos produtos populares: Estudo exploratório com empresas do setor eletroeletrônico no Brasil

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dc.contributor.authorAssis E.E.
dc.contributor.authorSerralvo F.A.
dc.contributor.authorde Almeida Prado K.P.L.
dc.date.accessioned2024-03-13T00:57:00Z
dc.date.available2024-03-13T00:57:00Z
dc.date.issued2015
dc.description.abstract© 2020, REMark - Revista Brasileira de Marketing.The increased consumption of appliance and electronic products by lower-income population represented a growth opportunity for companies in the sector. The overall objective of this paper is to investigate how appliance and electronic product manufacturers draw up their marketing planning for low-end products. An exploratory approach was taken in this study, comprising the literature review and the empirical research which was conducted in two stages by combining the qualitative and quantitative approaches. The study group comprised companies affiliated with National Association of Appliance and Electronic Product Manufacturers (ELETROS). Results indicate that in 87.5% of cases the marketing planning focuses on the product. The companies are concerned to differentiate the low-end products on the market mainly by design (87.5%) and innovation (62.5%). Within this context, it seems that the opportunity for growth of the appliance and electronic product companies can be boosted when implementing specific marketing planning for low-end products. Innovation is needed in all processes from project design of the product to its distribution.
dc.description.firstpage179
dc.description.issuenumber2
dc.description.lastpage192
dc.description.volume14
dc.identifier.doi10.5585/remark.v14i2.2872
dc.identifier.issn2177-5184
dc.identifier.urihttps://dspace.mackenzie.br/handle/10899/36187
dc.relation.ispartofRevista Brasileira de Marketing
dc.rightsAcesso Aberto
dc.subject.otherlanguageHousehold Appliances and Electronics
dc.subject.otherlanguageLow-End Products
dc.subject.otherlanguageMarketing Mix
dc.subject.otherlanguageMarketing Planning
dc.subject.otherlanguageProduct Innovation
dc.titleA new view at the planning marketing popular products: Exploratory study electronics sector with companies in Brazil Um novo olhar sobre o planejamento de marketing dos produtos populares: Estudo exploratório com empresas do setor eletroeletrônico no Brasil
dc.typeArtigo
local.scopus.citations0
local.scopus.eid2-s2.0-85091244120
local.scopus.updated2024-05-01
local.scopus.urlhttps://www.scopus.com/inward/record.uri?partnerID=HzOxMe3b&scp=85091244120&origin=inward
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