A perceção do impacto social da marca como um factor de decisão de compra

The perception of the social impact of a brand as a factor of purchase decision is the theme of a doctoral thesis, originally based on the company "Ikuru", located in the city of Pemba, Cabo Delgado province. “Ikuru” (typical African fabric) is a project created and supported by its own funds through the production of “capulana” clothing. The project works with women who are living in needy and vulnerable situations. The study aims to understand the perception of the social impact of the brand as a factor of the purchasing decision. The methodological option for this research is mixed. Initially, exploratory methods were used through qualitative analysis, which allowed, through a quantitative analysis, the validation of the primary research data. For data processing the content analysis technique and statistical procedures were used. The study found that a brand consumer generally has a certain awareness that allows him/her to make the purchase decision. It suggests that the combination of social brand and cultural good bring a differential into the Mozambican market. There are constraints regarding the perception of potential consumers about social responsibility, which reinforces the need for permanent disclosure of the essence of “Ikuru”. The study of perceptions thus becomes pertinent, by measuring the value of the brand to the consumer, from the perspective of its social dimension.