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Num mercado onde, para os consumidores, distinguir uma marca da outra tornou-se complexo, essencialmente, pela variedade de marcas que concorrem numa determinada categoria, criar um vínculo relacional com estes mesmos consumidores e idealizar uma marca que possa ocupar uma parte privilegiada na sua mente pode ser uma estratégia ideal de permanência e desenvolvimento das organizações no actual mercado competitivo. Deste modo, a presente investigação, desenvolvida no âmbito do doutoramento, visa avaliar as estratégias e acções de marketing relacional da empresa Cervejas de Moçambique, bem como o seu contributo na percepção de criação de valor na decisão de compra da marca 2M pelos consumidores de Nampula. Em termos metodológicos, a pesquisa assenta numa vertente de base empírica e a de cariz qualitativo. Para aferir a percepção que os consumidores têm do valor do capital da marca 2M e respectiva influência no seu processo de decisão de compra, foram aplicados como instrumentos metodológicos, inquéritos por questionário, necessários para se apurar as cinco dimensões do modelo de Aaker. O estudo revela que a maior parte dos consumidores são leais à marca 2M devido à percepção de benefícios maiores. De igual modo, pela notoriedade elevada que se justifica pelo facto de os consumidores serem capazes de identificar a marca entre outros similares e de se recordarem dela sem precisarem de qualquer input exterior. A satisfação adquirida com a marca faz da 2M a sua primeira opção de compra quando se fala de cerveja.
In a market where, for consumers, distinguishing one brand from another, has become essentially complex because of the variety of brands competing in a particular category, creating a relational bond with those same consumers and idealizing a brand that can occupy a privileged part in their business can be an ideal strategy for organizations to survive and develop in today's competitive market. Thus, this research, developed within the ambit of a PhD, aims to evaluate the relational marketing strategies and actions of Cervejas de Moçambique, as well as their contribution to the perception of value creation in the decision to buy 2M brand by Nampula consumers. In methodological terms, the research is based on an empirical and qualitative approach. To gauge consumers' perception of the value of 2M brand capital and its influence on their purchasing decision process, questionnaire surveys were used as methodological tools to determine the five dimensions of Aaker's model. The study reveals that most consumers are loyal to the 2M brand because of the perceived greater benefits. Likewise, by the high reputation that is justified by the fact that consumers are able to identify the brand among similar ones and remember it without needing any outside input. Satisfaction with the brand makes 2M their first choice when it comes to beer.
In a market where, for consumers, distinguishing one brand from another, has become essentially complex because of the variety of brands competing in a particular category, creating a relational bond with those same consumers and idealizing a brand that can occupy a privileged part in their business can be an ideal strategy for organizations to survive and develop in today's competitive market. Thus, this research, developed within the ambit of a PhD, aims to evaluate the relational marketing strategies and actions of Cervejas de Moçambique, as well as their contribution to the perception of value creation in the decision to buy 2M brand by Nampula consumers. In methodological terms, the research is based on an empirical and qualitative approach. To gauge consumers' perception of the value of 2M brand capital and its influence on their purchasing decision process, questionnaire surveys were used as methodological tools to determine the five dimensions of Aaker's model. The study reveals that most consumers are loyal to the 2M brand because of the perceived greater benefits. Likewise, by the high reputation that is justified by the fact that consumers are able to identify the brand among similar ones and remember it without needing any outside input. Satisfaction with the brand makes 2M their first choice when it comes to beer.
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Marketing Marketing relacional Valor da marca Decisão de compra Relational marketing Brand value Buying decision