Advisor(s)
Abstract(s)
Esta dissertação visa uma compreensão do que são as marcas da distribuição, mais propriamente das marcas associadas à grande distribuição. Nos últimos dez anos tem-se assistido a alterações no sector da grande distribuição, nomeadamente na relação entre distribuidores, produtores e consumidores, as quais estão relacionadas com a aposta cada vez maior dos distribuidores no desenvolvimento das suas próprias marcas, que representando já hoje um grupo significativo de produtos, têm vindo a ganhar sempre maior força no mercado. A estratégia de aposta na qualidade dos produtos, associada ao baixo preço, leva a que as marcas da grande distribuição sejam actualmente uma opção de consumo frequente nos lares portugueses. Esta dissertação procura compreender a relação existente entre os grandes distribuidores
e os consumidores, focalizando-se numa análise da comunicação das marcas dos
distribuidores nos seus pontos de venda. Como estrutura desta dissertação propõe-se um
capítulo inicial que aborda o comportamento do consumidor e algumas práticas de
comunicação no ponto de venda. Num capítulo seguinte é feita uma abordagem a
elementos de caracterização e de evolução das marcas da distribuição, a que se segue,
num novo capítulo, uma contextualização das marcas da distribuição no mercado
português. Por último, empreende-se uma abordagem a duas marcas da distribuição em
Portugal – Pingo Doce e Continente – onde serão apresentadas algumas práticas de
comunicação das marcas próprias realizadas pelos respectivos distribuidores no ponto de
venda.
This dissertation vises the comprehension of what are the distributors brands, more accurately of the brands associate with the big distribution. In the last ten years we’ve assisted to alterations in the big distribution sector, namely the relation between distributors, producers and consumers, alterations that are related with the even bigger bet by the distributors in the development of their own brands, which representing already a significant group of products, have always been gaining strength in the market. The strategy of betting in the quality of the products, associated to the low price, makes that the big distribution brands are actually an frequent consumption option in Portuguese homes. This dissertation seeks to understand the existing relation between the big distributors and theirs consumers, focusing in a analysis of the communication of the distributors brands on their sales point. Has structure of this dissertation I propose an initial chapter that addresses the behavior of the consumer and some practices of communication on the sales point. In the next chapter an approach is made to the elements of characterization and evolution of the distributors brand, following, on a new chapter, the contextualization of distributors brands in the Portuguese market. Finally, an approach to two distributors brand in Portugal – Pingo Doce and Continente – where there will be presented some practices of communication of the brands undertaken by the respective distributors in the sales point.
This dissertation vises the comprehension of what are the distributors brands, more accurately of the brands associate with the big distribution. In the last ten years we’ve assisted to alterations in the big distribution sector, namely the relation between distributors, producers and consumers, alterations that are related with the even bigger bet by the distributors in the development of their own brands, which representing already a significant group of products, have always been gaining strength in the market. The strategy of betting in the quality of the products, associated to the low price, makes that the big distribution brands are actually an frequent consumption option in Portuguese homes. This dissertation seeks to understand the existing relation between the big distributors and theirs consumers, focusing in a analysis of the communication of the distributors brands on their sales point. Has structure of this dissertation I propose an initial chapter that addresses the behavior of the consumer and some practices of communication on the sales point. In the next chapter an approach is made to the elements of characterization and evolution of the distributors brand, following, on a new chapter, the contextualization of distributors brands in the Portuguese market. Finally, an approach to two distributors brand in Portugal – Pingo Doce and Continente – where there will be presented some practices of communication of the brands undertaken by the respective distributors in the sales point.
Description
Keywords
Marcas da distribuição Comportamento do consumidor Comunicação das marcas no ponto de venda Distributor brands Consumer behavior Brands communication on the sales points