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Publication
A análise do valor da marca no mercado de vestuário desportivo: marca de fabricante VS marca de distribuidor
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| DM_João Matos | 1.3 MB | Adobe PDF |
Advisor(s)
Abstract(s)
Esta dissertação de Mestrado está inserida na área de estudos de Marketing e Publicidade. Componente de estudos do nível de Mestrado da Universidade Fernando Pessoa do Porto, da Licenciatura em Ciências da comunicação.
O trabalho assenta o seu interesse no contexto de um determinado grupo de indivíduos em relação a duas marcas inseridas no panorama do consumo de vestuário desportivo. É avaliada a atitude do consumidor face às duas marcas em estudo: Nike e Sportzone. O principal aspecto que é alvo de estudo prende-se com a atitude de compra face a estas duas marcas, percebendo a atitude de compra deste tipo específico de consumidores, conhecendo também aspectos como a regularidade de compra, e não menos importante, a confiança que uma e outra marcas despertam no consumidor de vestuário desportivo.
O ponto principal desta dissertação prende-se com uma comparação de comportamento de consumo face a estas duas marcas, mas com uma separação evidente entre as duas marcas analisadas. No caso da Nike (marca de fabricante), estamos perante uma líder de mercado a nível mundial, com o reconhecimento conhecido. No caso da Sportzone, este estudo pretende compará-la à Nike como sendo uma marca “branca” comercializada dentro das lojas Sportzone, fazendo parte da categoria de marcas da distribuidora. Estas marcas funcionam como alternativa mais económica às grandes marcas (Nike), no sentido de fazer uma concorrência com preços mais apelativos.
O interesse principal do estudo pretende mostrar precisamente, uma comparação de qualidade-preço entre estas duas marcas, ao mesmo tempo tão distantes ao nível do sucesso no mercado, mas próximas no seu principal público-alvo que neste estudo são os consumidores de vestuário desportivo.
Para a realização deste estudo empírico, foi realizado um questionário a 102 indivíduos com mais de 18 anos. A Plataforma de preenchimento e divulgação foi o modo online, precisamente para permitir um grande número de respostas de forma eficaz aproveitando a evolução das tecnologias da comunicação.
No geral, é possível perceber que os resultados estão dentro do expectável no sentido em que a Nike inspira confiança ao consumidor, mas a Sportzone também transmite confiança sob a forma de relação qualidade preço. Factor que se deve principalmente ao facto de estarmos a tratar de uma marca com preços bem mais baixos do que a Nike, e com um leque de produtos consideravelmente competitivo em relação à mesma. O factor realmente positivo neste estudo está na regularidade na compra de vestuário desportivo relativamente às duas marcas (tendo em conta que não se trata de produtos da categoria de bens essenciais).
This Master's thesis is part of Marketing and Advertisement field of study. It is a component of the Master’s Degree at the University Fernando Pessoa in Porto, within the Degree in Communication Sciences. This work bases its interest in the context of a particular group of individuals in relation to two brands inserted in the sportswear consumption panorama. It assessed the attitude of the consumer towards the two brands under study: Nike and Sportzone. The main aspect that is the target of the study is the purchasing behavior towards these two brands, trying to understand the purchasing behavior of this specific type of consumer, and also realizing other aspects such as the regularity of purchase, and not of least importance, the confidence that both brands inspire in the consumer. The main point of this paper deals with a comparison of consumer behavior towards these two brands, but with a clear separation between the two brands tested. Regarding Nike (branded product), this is a market leader worldwide, with acknowledged recognition. As for Sportzone, this study aims to compare it to Nike as a "generic label" sold in Sportzone stores, being one of the many brands of the company. These brands serve as cheaper alternative to the big brands (Nike) in order to compete in the market with more appealing prices. The main aim of this study is to show a precise comparison of quality-price between these two brands, at the same time very distant in their levels of success but close regarding their target, which in this study are the sportswear consumers. To carry out this empirical study, I’ve conducted a questionnaire to 102 subjects aged 18 or older. The chosen platform for completing and diffusing this study was the internet, precisely to allow a large number of effective answers and to take advantage of the evolution of communication technologies. Overall, it is possible to realize that the results are as expected in the sense that Nike inspires more confidence to the consumer, but Sportzone also inspires confidence through its quality-price relation. This happens mainly due to the fact that we are dealing with a brand that provides prices much lower than Nike’s and with a wide range of very competitive products in comparison to Nike’s. The really positive factor in this study is the regularity of sportswear consumption for the two brands (taking into account that this is not an essential good).
This Master's thesis is part of Marketing and Advertisement field of study. It is a component of the Master’s Degree at the University Fernando Pessoa in Porto, within the Degree in Communication Sciences. This work bases its interest in the context of a particular group of individuals in relation to two brands inserted in the sportswear consumption panorama. It assessed the attitude of the consumer towards the two brands under study: Nike and Sportzone. The main aspect that is the target of the study is the purchasing behavior towards these two brands, trying to understand the purchasing behavior of this specific type of consumer, and also realizing other aspects such as the regularity of purchase, and not of least importance, the confidence that both brands inspire in the consumer. The main point of this paper deals with a comparison of consumer behavior towards these two brands, but with a clear separation between the two brands tested. Regarding Nike (branded product), this is a market leader worldwide, with acknowledged recognition. As for Sportzone, this study aims to compare it to Nike as a "generic label" sold in Sportzone stores, being one of the many brands of the company. These brands serve as cheaper alternative to the big brands (Nike) in order to compete in the market with more appealing prices. The main aim of this study is to show a precise comparison of quality-price between these two brands, at the same time very distant in their levels of success but close regarding their target, which in this study are the sportswear consumers. To carry out this empirical study, I’ve conducted a questionnaire to 102 subjects aged 18 or older. The chosen platform for completing and diffusing this study was the internet, precisely to allow a large number of effective answers and to take advantage of the evolution of communication technologies. Overall, it is possible to realize that the results are as expected in the sense that Nike inspires more confidence to the consumer, but Sportzone also inspires confidence through its quality-price relation. This happens mainly due to the fact that we are dealing with a brand that provides prices much lower than Nike’s and with a wide range of very competitive products in comparison to Nike’s. The really positive factor in this study is the regularity of sportswear consumption for the two brands (taking into account that this is not an essential good).