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Alinhamento entre os valores do programa "Dois Às 10" da TVI e a sua perceção pública
| Name: | Description: | Size: | Format: | |
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| 4.07 MB | Adobe PDF |
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Abstract(s)
O principal objetivo deste estudo é compreender se existe congruência entre os valores que regem o programa de entretenimento “Dois às 10” da TVI e a sua perceção por parte do consumidor. Definiu-se a seguinte pergunta de partida “Existe congruência entre os valores defendidos pelo programa e a sua perceção por parte dos espectadores?”. Este relatório apoia-se numa abordagem de métodos mistos através da realização de entrevistas e inquérito por questionário. Foram definidos objetivos para aferir se os consumidores do programa “Dois às 10” reconhecem os valores que regem o programa; e se os valores que regem o programa “Dois às 10” influenciam a escolha de visionamento dos consumidores. Foi possível apurar que as variáveis referidas não só foram positivamente percecionadas pelos consumidores da marca, como a identificação dos valores por parte dos consumidores pode ser um fator de diferenciação de programas concorrentes.
The main objective of this study is to understand whether there is congruence between the values that govern TVI's entertainment program “Dois às 10” and their perception by the consumer. The following starting question was defined: “Is there congruence between the values defended by the program and its perception by viewers?”. This report is based on a mixed methods approach using interviews and a questionnaire survey. Objectives were set to assess whether consumers of the programme “Dois às 10” recognize the values that govern the programme; and whether the values that govern the programme “Dois às 10” influence consumers' choice of viewing. It was possible to ascertain that the variables mentioned were not only positively perceived by consumers of the brand, but that the identification of values by consumers can be a differentiating factor from competing programs.
The main objective of this study is to understand whether there is congruence between the values that govern TVI's entertainment program “Dois às 10” and their perception by the consumer. The following starting question was defined: “Is there congruence between the values defended by the program and its perception by viewers?”. This report is based on a mixed methods approach using interviews and a questionnaire survey. Objectives were set to assess whether consumers of the programme “Dois às 10” recognize the values that govern the programme; and whether the values that govern the programme “Dois às 10” influence consumers' choice of viewing. It was possible to ascertain that the variables mentioned were not only positively perceived by consumers of the brand, but that the identification of values by consumers can be a differentiating factor from competing programs.
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Keywords
Valores Comportamento do consumidor Marketing Indústria televisiva Marcas Values Consumer behavior Television industry Brands
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CC License
Without CC licence