Estratégia de lançamento de produto: gás natural para o segmento residencial em Minas Gerais

Abstract

This paper was carried out based on the need of defining the profile and behavior of energy consumers from Buritis and Belvedere neighborhoods, both located at the Minas Gerais State Capital City of Belo Horizonte, aiming to recommend to the local public piped natural gas company, a strategy for the launch of the product "natural gas for homes", not yet available. Regarding methodology, we attempted to reconcile the theory of consumer behavior with an analysis of strengths and weaknesses of the company and the product - natural gas for homes, along with a market research (survey) carried out exclusively for the attainment of this work in order to raise the strategic guidelines for the construction of relevant attribute value of the product concerned, so that the consumer is willing to opt for natural gas mainly on the replacement of LPG, also known as liquid petroleum gas, used for cooking, and on replacing electricity, used more intensively for heating water for bath.