Análise do consumo de calçados como produto de moda autoral em fortaleza: entre a percepção do fabricante e a percepção do consumidor final da marca fridíssima (Estudo de caso)

Abstract

This work aims to understand and analyze the market of copyright footwear in Fortaleza, through a case study with the brand Fridíssima, taking into account its origin and how is the relationship of the brand with the use of leather, in addition to understanding of marketing to transform new viable and sustainable business models, from the market point of view. What does the consumer expect from the product? What is the consumer's relationship with the brand? Why is the Fridíssima brand so prominent in this local market? Does the consumer adhere to the brand by identification with its DNA or by the product itself? In order to seek such an answer, questionnaires were made with footwear consumers, with no focus on a specific brand, and with brand clients and with the owner of Fridíssima, in addition to the bibliographic study of the history of footwear in Brazil.