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Publication
Atitudes dos consumidores face às marcas do distribuidor e do fabricante: uma análise de duas marcas portuguesas no sector lácteo
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| DM_Sofia Miravall Soares.pdf | 1.75 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Esta dissertação de mestrado analisa a atitude do consumidor face às marcas do distribuidor e do fabricante. Em concreto são estudadas duas marcas de lacticínios distintas: Terra Nostra e Continente.
Após a revisão da literatura sobre os principais conceitos envolvidos no tema da dissertação, apresenta-se um estudo empírico baseado num inquérito por questionário. Este questionário foi aplicado a uma amostra constituída por 204 indivíduos com idades compreendidas entre os 18 e os 75 anos, havendo um equilíbrio entre o sexo feminino (105 indivíduos) e o sexo masculino (99 indivíduos).
Na análise dos dados é possível verificar que a marca de fabricante obtém valores mais altos em diversas variáveis colocando-a acima da marca do distribuidor, nomeadamente em termos de valor, qualidade, prazer e projeção. A variável que não apresenta diferença significativa é o preço. Esta dimensão é aceite e valorizada pelo consumidor, quer na marca do fabricante, quer na marca do distribuidor.
No final da dissertação são apresentadas as principais conclusões e algumas sugestões, quer para profissionais, quer para investigadores.
This dissertation analyzes the attitude of the consumer to the brands of the distributor and the manufacturer. In particular, two different dairy brands are studied: Terra Nostra and Continente. After reviewing the literature on the main concepts involved in the topic of the dissertation, an empirical study based on a questionnaire survey is presented. This questionnaire was applied to a sample consisting of 204 individuals aged between 18 and 75 years, with a balance between female (105 individuals) and male (99 individuals). In the analysis of the data it is possible to verify that the manufacturer brand obtains higher values in several variables placing the brand of the manufacturer in position above the brand of the distributor, namely in terms of value, quality, pleasure and projection. The only difference that is not significant to the consumer is the price. This dimension is accepted and valued by the consumer, both in the manufacturer's brand and in the brand of the distributor. At the end of the dissertation are presented the main conclusions and some suggestions, both for professionals and for researchers.
This dissertation analyzes the attitude of the consumer to the brands of the distributor and the manufacturer. In particular, two different dairy brands are studied: Terra Nostra and Continente. After reviewing the literature on the main concepts involved in the topic of the dissertation, an empirical study based on a questionnaire survey is presented. This questionnaire was applied to a sample consisting of 204 individuals aged between 18 and 75 years, with a balance between female (105 individuals) and male (99 individuals). In the analysis of the data it is possible to verify that the manufacturer brand obtains higher values in several variables placing the brand of the manufacturer in position above the brand of the distributor, namely in terms of value, quality, pleasure and projection. The only difference that is not significant to the consumer is the price. This dimension is accepted and valued by the consumer, both in the manufacturer's brand and in the brand of the distributor. At the end of the dissertation are presented the main conclusions and some suggestions, both for professionals and for researchers.