Docel?Brigaderia

This book provides an overview of the marketing strategies of Docel? Brigaderia, an online bakery founded by a young university student in Niter?i (RJ). To do this, it evaluates two digital metrics: the brand's performance in repurchase, the representativeness of the price for its customers and its perceived attributes - in a survey on an agreement scale, applied to the hierarchy of effects (brand awareness, experimentation, repeat purchase, loyalty and willingness to recommend). The aim of this study is to present the reader with Docel?'s successful strategies and points for improvement in its first two years of existence, pointing out the most interesting paths for its future. It is hoped that the experiences of Docel? Brigaderia will serve as a mirror for other micro and small businesses, especially those in digital environments.

Author: Patr?ia Fernandes Viana Franco Castro

Publisher: Our Knowledge Publishing

Publication Date: Jul 08, 2024

Number of Pages: 84 pages

Binding: Paperback or Softback

ISBN-10: 6207764676

ISBN-13: 9786207764679