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Abstract(s)
O principal objetivo desta investigação de mestrado visou aferir de que forma é que o valor
de uma marca é percecionado e, se esta influência o comportamento do consumidor,
nomeadamente no seu processo de decisão de compra. Mais precisamente, através de um
estudo de caso junto da marca Quinta do Monte d’Oiro, uma empresa de produtos vinícolas
com grande destaque no mercado de vinhos premium. Neste sentido, definiu-se a seguinte
pergunta de partida: a perceção do valor marca Quinta do Monte d’Oiro é facilmente
percebida e influi no processo de decisão de compra por parte dos seus consumidores?
Definiu-se assim, deste modo, uma metodologia de base qualitativa para o apuramento dos
seus dados exploratórios; e, uma metodologia quantitativa, através da aplicação do
instrumento inquérito por questionário, para o apuramento dos dados primários do estudo.
As hipóteses que nortearam a presente investigação foram: i) os consumidores da Quinta do
Monte d’Oiro são leais à marca, reconhecem-lhe notoriedade, qualidade e estabelecem
associações positivas e outros ativos contribuindo para a construção do valor da marca; e ii)
a lealdade, notoriedade, qualidade percebida, associações e outros ativos têm influência no
processo de decisão de compra da marca Quinta do Monte d’Oiro. Através das referidas
questões de investigação sustentaram-se cinco variáveis distintas, através do modelo Brand
Equity Ten de Aaker (1991; 1996). Neste sentido, com a realização da presente investigação
de mestrado foi possível apurar que as variáveis referidas não só foram positivamente
percecionadas pelos consumidores da marca, como também nos permitiram perceber quais
as que possuem maior relevância na influência do processo de decisão compra do
consumidor da marca Quinta do Monte d’Oiro.
The main goal of this master’s research is to assess in what way brand’s value is perceived and, if this perception influences a consumer’s behavior, namely in purchase decision process. More precisely, through a case study with the brand Quinta do Monte d’Oiro, a wine products company with great prominence on the premium wine market. In this sense, the following starting question was defined: is the perception of the value of the Quinta do Monte d'Oiro brand easily perceived and influences the purchase decision process by its consumers? Thus, a qualitative based methodology was defined for the determination of its exploratory data; and, a quantitative methodology, through the application of the questionnaire survey tool, to define the primary data of the study. The hypotheses that guided this investigation were: i) consumers at Quinta do Monte d’Oiro are loyal to the brand, recognize its notoriety, quality, and establish positive associations and other assets contributing to the construction of the brand equity; and ii) loyalty, notoriety, perceived quality, associations, and other assets have an influence on the decision to purchase the Quinta do Monte d’Oiro brand. Through these research questions, five different variables were sustained, using the Brand Equity Ten model by Aaker (1991; 1996). In this sense, with the completion of the present master's research it was possible to determine that the variables referred to weren’t only positively perceived by the brand's consumers, but also allowed us to understand which ones have have greater relevance in the influence of the consumer purchase decision process of the Quinta do Monte d’Oiro brand.
The main goal of this master’s research is to assess in what way brand’s value is perceived and, if this perception influences a consumer’s behavior, namely in purchase decision process. More precisely, through a case study with the brand Quinta do Monte d’Oiro, a wine products company with great prominence on the premium wine market. In this sense, the following starting question was defined: is the perception of the value of the Quinta do Monte d'Oiro brand easily perceived and influences the purchase decision process by its consumers? Thus, a qualitative based methodology was defined for the determination of its exploratory data; and, a quantitative methodology, through the application of the questionnaire survey tool, to define the primary data of the study. The hypotheses that guided this investigation were: i) consumers at Quinta do Monte d’Oiro are loyal to the brand, recognize its notoriety, quality, and establish positive associations and other assets contributing to the construction of the brand equity; and ii) loyalty, notoriety, perceived quality, associations, and other assets have an influence on the decision to purchase the Quinta do Monte d’Oiro brand. Through these research questions, five different variables were sustained, using the Brand Equity Ten model by Aaker (1991; 1996). In this sense, with the completion of the present master's research it was possible to determine that the variables referred to weren’t only positively perceived by the brand's consumers, but also allowed us to understand which ones have have greater relevance in the influence of the consumer purchase decision process of the Quinta do Monte d’Oiro brand.
Description
Keywords
Marketing Comportamento do consumidor Vinhos premium Valor de marca Consumer behavior Premium wines Brand equity