PRODUCT IMAGE: AN EXPLORATORY STUDY ABOUT STEEL FURNITURE IMAGE

被引：0
作者：
Cucchi, Marlon Bissani [1 ]
De Toni, Deonir [2 ]
Milan, Gabriel Sperandio [3 ]
机构：
[1] FABE, Ave Joao Posser 968, Marau, RS, Brazil
[2] Univ Caxias do Sul, Marau, RS, Brazil
[3] Univ Caxias do Sul, Caxias Do Sul, RS, Brazil
来源：
REVISTA ELETRONICA DE ESTRATEGIA E NEGOCIOS-REEN | 2015年 / 8卷 / 02期
关键词：
Image Configuration; Product Image; Product Image Configuration Technique (PICT); Consumer Behavior; Steel Furniture;
D O I：
暂无
中图分类号：
C93 [管理学];
学科分类号：
12 ; 1201 ; 1202 ; 120202 ;
摘要：
This study aimed to identify the image configuration of the product steel furniture by means the Product Image Configuration Technique (PICT). 25 undergraduate students were interviewed and after analyzing their answers, it was possible to identify the attributes that compose the central image of the product. The 31 attributes identified were sorted in descending order by total values and were categorized into five image dimensions. The attributes identified in the central image were durability, shelves, cabinet, organization, practicality, endurance and gray color. Regarding the dimensions, those that stood out were the cognitive and functional ones.
引用
收藏
页码：3 / 24
页数：22
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