PublicaĆ§Ć£o
When packaging communication does not tell everything : a study of the impact on purchase intent
| datacite.subject.fos | CiĆŖncias Sociais::Economia e GestĆ£o | pt_PT |
| dc.contributor.advisor | Romeiro, Paulo | |
| dc.contributor.author | Figueiredo, Maria Quartin SimĆ£o MontalvĆ£o | |
| dc.date.accessioned | 2023-06-19T14:44:41Z | |
| dc.date.available | 2024-01-01T01:30:37Z | |
| dc.date.issued | 2023-01-31 | |
| dc.date.submitted | 2023-01 | |
| dc.description.abstract | In the past, packaging was only meant to protect the product and facilitate transportation. However, the function has changed and is increasingly seen as an essential marketing element. Now, packaging has a greater weight in making distinctions between brands and an enormous influence on consumer choices, especially in capturing attention between various products. This dissertation focuses on glutenĀfree pasta and how different types of packaging affect consumers' choice decisions. The stimuli studied are packages that omit information, packages with the right information, and packages with the wrong information. In order to choose the best stimuli for the study and avoid bias, a focus group was carried out. Next, an online questionnaire was conducted to test the hypotheses built in the literature review. The data collected from the questionnaire were analyzed using SPSS Statistics and are presented in the last chapters of this dissertation. Through the tests, it is revealed that perceived quality explains the relationship between stimuli and purchase intention and that the moderator, consumer knowledge, does not moderate the relationship between perceived quality and purchase intention and the relationship between packaging and purchase intention. | pt_PT |
| dc.description.abstract | Antigamente, as embalagens tinham o objetivo de proteger o produto e de facilitar o transporte. Contudo, a funĆ§Ć£o das embalagens mudou e cada vez mais sĆ£o consideradas um elemento essencial do marketing. Atualmente, tĆŖm um maior peso na distinĆ§Ć£o entre marcas e uma enorme influĆŖncia nas escolhas dos consumidores, especialmente em captar a atenĆ§Ć£o entre vĆ”rios produtos. Esta dissertaĆ§Ć£o focaĀse nas massas sem glĆŗten e em como as diferentes embalagens afetam as decisƵes dos consumidores. Os estĆmulos estudados sĆ£o: embalagens que omitem informaĆ§Ć£oĶ¾ embalagens com a informaĆ§Ć£o correta, e embalagens com informaĆ§Ć£o errada. De forma a escolher os estĆmulos para o estudo e evitar enviesamentos, realizouĀse um focus group. De seguida, foi realizado um questionĆ”rio online de forma a testar as hipĆ³teses da literature review. Os dados recolhidos atravĆ©s do questionĆ”rio foram analisados no SPSS Statistics e sĆ£o apresentados nos Ćŗltimos capĆtulos desta dissertaĆ§Ć£o. AtravĆ©s dos testes, podeĀse concluir que a qualidade percecionada explica a relaĆ§Ć£o entre estĆmulos e intenĆ§Ć£o de compra e que o moderador, conhecimento do consumidor, nĆ£o modera a relaĆ§Ć£o entre a qualidade percecionada e intenĆ§Ć£o de compra e a relaĆ§Ć£o entre embalagem e intenĆ§Ć£o de compra. | pt_PT |
| dc.identifier.tid | 203278364 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.14/41372 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | Packaging | pt_PT |
| dc.subject | Perceived quality | pt_PT |
| dc.subject | Consumer knowledge | pt_PT |
| dc.subject | Purchase intention | pt_PT |
| dc.subject | GlutenĀFree | pt_PT |
| dc.subject | Packaging information | pt_PT |
| dc.subject | Visual | pt_PT |
| dc.subject | Embalagem | pt_PT |
| dc.subject | Qualidade percecionada | pt_PT |
| dc.subject | Conhecimento do consumidor | pt_PT |
| dc.subject | IntenĆ§Ć£o de compra | pt_PT |
| dc.subject | InformaĆ§Ć£o das embalagens | pt_PT |
| dc.title | When packaging communication does not tell everything : a study of the impact on purchase intent | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | Mestrado em GestĆ£o | pt_PT |