A influência das estratégias de marketing cultural na tomada de decisão do consumidor: um estudo de caso na Cobrás Imóveis Ltda

Abstract

The need to survive in today's market has forced companies to take a stance of differentiated performance, with a focus on quality management and concern for customer satisfaction. Thus, the growing interest to invest in marketing strategies to efficiently utilize resources for political emergency in the market. From this knowledge, companies have sought to enhance this performance, looking for ways to improve the company's image, adding value to the brand, presenting a responsibility posture towards society. Surge the interest in the study of labor, since it is facing a management tool used poorly, cultural marketing. This is characterized by sponsorship and investment in culture and cultural events with the aim of benefiting both company and society as investor artists with their help and support. Thus, the work covers the consumer's perception of a company: Cobrás Imóveis, the influence that cultural marketing strategies applied in the company can take in the decision to purchase at the same. This research was conducted from a questionnaire with clients and an interview with a manager of the organization under study to identify used strategies. In turn the results suggest that customers consider important cultural marketing actions, encouraging the culture the company applies, and consider viewing the image, adding value to the brand and the attitude of commitment sociocultural company, however, it was detected that this is not a determining factor in the decision making of the consumer itself.