The Insertion of a Young Character in the Sportswear Market Used in Walking Exercises in Maringá PR Brazil

Abstract

The insertion of a young character in the sportswear market in Maringá PR Brazil used during walking exercises is analyzed. Current exploratory, qualitative and quantitative research investigated the opinion of 56 students and teachers from the Centro Universitário de Maringá (Cesumar). The illustration of the young character Cuti on such products as T-shirts and squeeze as sportswear samples was shown together with the application of a questionnaire with structured and half-structured questions. Data were analyzed by frequency media and percentages assessed. Results reflected the behavior of the interviewed agents with regard to the launching of new sportswear products. Target public (children and women) and products were defined from these results even though, based on a unique sample, one cannot say with certainty that the trademark would be a success on the market.