COMO AS MARCAS DE SMARTPHONES ESTÃO POSICIONADAS NA MENTE DO CONSUMIDOR: UM ESTUDO EXPLORATÓRIO POR MEIO DE MAPAS PERCEPTUAIS

Abstract

Smartphones have been one of the most important accessories in consumers’ daily lives over the last few decades. In addition to the main functionality of a telephone, smartphones have become an extension of the consumer and one of the most desired and consumed objects globally. Companies competing in this market invest heavily in building and maintaining brand images. Over the years, consumers establish relationships with brands and, as a result, form their perceptions of various attributes. The formation of positive perceptions is essential for these brands to be recognized by consumers in the purchasing decision process. In this context, this descriptive work investigated the association of brands with the degree of consumer agreement on fundamental attributes for this market. Using the correspondence analysis technique, through the creation of perceptual maps, it was possible to observe the strong relationship of attributes with market-leading brands such as Apple and Samsung, while national brands have a low association with these attributes. This evidence, even if it does not establish cause and effect relationships, can help professionals in the field to better understand the results of marketing efforts and obtain a clearer view of the relative positioning of companies competing in this sector in relation to these attributes.