Mídia Impressa e Eletrônica: uma Análise sob a Ótica do Valor para o Cliente na Gestão de Produtos

ABSTRACTThis study sought to understand the consumer behavior regarding the value generated by printed and electronic versions of a magazine, seeking to understand how the nature of the information provided about by these complementary product contribute to the loyalty and satisfaction of these consumers. The methodology applied and described throughout this paper, was based on a case study in a journal of the Brazilian market, using a conclusive approach. A sample composed by 487 magazine subscribers were surveyed and preliminary findings depict that the electronic version of the magazine, in isolation, it is still a low valued product to the readers. Moreover, it was found that the electronic version adds value to the printed version and is valued by most subscribers to the magazine printed. The electronic version appears as a complementary product to the printed product and not a replacement product. The study also showed that the hypothetical model of relationships between value, satisfaction and loyalty are consistent with theory showing reasonable correlation between these two product dimensions