Marketing e a geração de demanda: perspectivas para a valorização e fortalecimento e do transporte coletivo urbano de Belém

Abstract

This Course Completion Paper has as its theme coletive public urban transport of passengers, on which an analyses of the scenario was made about the quality of service offered on all the stages of the delivery of value to the user in search of a solution that would transform this service in something, besides viable, attractive to the public. To make it possible to visualize more clearly the scenario in which public transportation is being applied and to develop a pertinent solution to what is needed, the study discussed four conceptual bases that make the necessary basement for discussion. In addition, there are two perspectives: an analysis of the sector through information about the reality of collective transportation, and a research focused on the perception and expectations of an update of users. The research was carried out with three groups of eight people each, among men and women of diverse ranges of options and opportunities, distinguished by the level of intensity of usability of the public transport, which revealed high degree of dissatisfaction of the user with the collective transportation service in the capital of Pará. This enabled a wider and more accurate approach to the public transportation’s needs, and a proposal for a solution that will enable this new scenario.