Abstract
Product images as a set of functional, cognitive, symbolic and emotional representations constitute a determining factor in the purchasing consumer process. Thus, the present study aimed to identify the aluminum and PVC frames image configuration to consumers, and to identify differences in attributes perceptions to users of these products. From 40 in-depth individuals interviews with engineers, architects, constructors and users of products, it were identified the key attributes that forming the images and how they are organized with respect to their central images and constituent dimensions. Also a survey was conducted with 145 aluminum frames’ users and 120 PVC frames’ users, confirming the attributes and what their differences on consumer perceptions. The results show that aluminum frames’ users have a more favorable perception regarding the attributes presented, the perceived value and the general satisfaction with the product. Frames being a relevant element in a property choosing, the study provides important evidences for better targeting strategic actions for the sector.
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