Universidade de São Paulo. Faculdade de Economia, Administração e Contabilidade
Abstract
Advertising is today the most developed marketing activity in Brazil, even though we do not know the results of many researches done in this area, mainly those dealing with consumer s perception toward advertising. The purpose of this exploratory research was to identify consumer's perceptions toward advertising in Sao Paulo city. By means of some multivariate statistical techniques, e.g. cluster analysis, factor analysis and analysis of variance, consumer's perception of advertising in Sao Paulo city was evaluated on fifty one seven point attitude scale. The findings indicated that within two levels of significance (5% and 10%) there exist some significant differences in consumer's perception toward advertising with respect to respondent sex, income education and economic levels
