Advisor(s)
Abstract(s)
O marketing de causas sociais é uma ferramenta do marketing de grande crescimento, devido aos diversos benefícios que oferece às empresas e marcas que os implementam. Os benefícios não se limitam apenas às empresas que os implementam mas aos restantes intervenientes no programa, como as causas sociais apoiadas e o próprio consumidor.
O objetivo deste trabalho está em determinar como é que a escolha de um tipo específico de causa pode maximizar a intenção de compra do consumidor. Nesse sentido, combinaram-se diferentes características de causas sociais para depois analisar como é que a intenção de compra do consumidor está relacionada com a sua identificação com a causa social e com a sua atitude relativamente a esta.
Os resultados da investigação indicaram que de facto a identificação do consumidor com a causa social e sua atitude relativamente à causa variam positivamente com a intenção de compra de produtos associados ao marketing de causas sociais. Foram ainda analisadas características demográficas específicas para perceber quais os segmentos que apresentam maiores níveis de identificação e de intenção de compra.
Cause-related marketing is one of the marketing tools with the biggest growth, due to the numerous benefits it provides the companies and brands that implemented them. The benefits are not limited to the companies that implemented them but also to all the parties involved in the program, such as the supported causes and the customer itself. The main goal of this thesis is to ascertain how the choice of the causes’ type can maximize the consumers’ purchase intention. In that sense, different causes’ characteristics were combined to analyze how consumer purchase intention is related to his identification with the cause and his attitude towards it. The results of the investigation showed that consumer-cause identification and his attitude towards the cause varies positively with the purchase intention of products associated with cause-related marketing programs. Certain demographic features were also analyzed in order to realize which of the consumer segments presents higher levels of identification and purchase intention.
Cause-related marketing is one of the marketing tools with the biggest growth, due to the numerous benefits it provides the companies and brands that implemented them. The benefits are not limited to the companies that implemented them but also to all the parties involved in the program, such as the supported causes and the customer itself. The main goal of this thesis is to ascertain how the choice of the causes’ type can maximize the consumers’ purchase intention. In that sense, different causes’ characteristics were combined to analyze how consumer purchase intention is related to his identification with the cause and his attitude towards it. The results of the investigation showed that consumer-cause identification and his attitude towards the cause varies positively with the purchase intention of products associated with cause-related marketing programs. Certain demographic features were also analyzed in order to realize which of the consumer segments presents higher levels of identification and purchase intention.
Description
Keywords
Marketing de causas sociais Identificação consumidor-causa Atitude relativamente à causa Intenção de compra Cause-related marketing Consumer-cause identification Attitude towards the cause Purchase intention