出版社：Faculdade de Administra??o, Contabilidade e Economia, Pontifícia Universidade Católica do Rio Grande do Sul
摘要：This study examines, through the use of semiotics, the perceived positioning for the different brands that compete in retail building materials in a city of the RS. Thus, three groups of icons metaphorical (shoes, cars, animals) were established as symbols that ware related with the six brands of shops whose position it was investigating. From this, a dynamic interpretant was generated, by which it was possible to identify a final interpretant, and finally, the perceived positioning. As main results, the study provides a mapping of the construction materials market town focus, identifying the associations that constitute the various images of the offerings in the minds of consumers. It is noteworthy that semiotics is the science relevant to the access of researchers to elements disguised rationality with consumers, making it necessary for quantitative studies are also looking at the developed analysis methodology proposed by Peirce (SANTAELLA, 2008).
关键词：Perceived positioning. Semiotic. Construction materials.;Posicionamento percebido. Semiótica. Materiais de construção.
