Marketing regionalisation and consumer perception

This work presents a study carried out in Brazil, in the city of Recife-PE, interviewing consumers to understand their perceptions of the marketing actions of multinational food companies. The main aim of this study is to translate regional knowledge into marketing actions, in order to bring consumers closer together in the search for market leadership. Thinking globally and acting locally is manifested here in product, price, promotion, packaging and media marketing actions, allowing the reader to understand marketing regionalisation and whether the strategies used have been successful.

Autorentext
Master's in Administration and Rural Development from UFRPE. Postgraduate in Retail and Consumer Market from UFPE. Graduated in Business Administration with a specialisation in Marketing from FACIPE. MKT and Trade MKT professional with a history of working for leading companies in their segments. She is dedicated to the study of Marketing Regionalisation.