A relação entre a imagem de marca da coca-cola sem açúcar e a percepção do consumidor da geração z

Abstract

The customer's need is the main focus of companies that seek to survive in the market. This vision allows opening for innovation and improvement of the offer. With Coca-Cola it was no different, society is increasingly concerned about health, seeking healthy habits and reducing sugar consumption. In this context, in 2007, the proposal for a sugar-free soft drink emerged, but it is in 2021 that the movement gains strength with the new Coca-Cola Without Sugar. With a relaunch that offers a new formula, with a taste closer to the Original Coca-Cola, to guarantee the pleasure of a cold Coke. The present study aims to understand the perception of the consumer of Generation Z (born between 1994 and 2010), and university students regarding the proposed brand image. The result of the research allows us to understand how Coca-Cola Sem Açúcar is perceived by young university students from the Faculty of Economics, Administration, Actuarial and Accounting (FEAAC) of the Federal University of Ceará (UFC) and the adherence of the product in their daily lives.