Algumas características da estrutura matricial

Abstract

This article discloses two aspects: (1) it covers some of the concepts and theories developed in social psychology which have been applied to marketing in order to explain consumer behavior. Discussion on attitudes, its components and caracteristics, perception and its process, and image formation is provided in order to evaluate the extent to which it affects marketing; (2) it looks at the overall image of BNH or how consumers rated a public enterprise oriented toward the social area. Using probability sampling and personal interviews, consumers of the city of Sao Paulo evaluated BNH by several altitude statements. As an analysis of the data, education income and social class in this order were the strongest variables explaining differences in perception toward BNH. Highly educated, higher income and upper social class consumers' rated BNH more negatively than lower educated, lower income and lower social class consumers. Consequently, the perceived image of BNH is better among less educated, lower income and lower social class consumers.