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Abstract(s)
Esta investigação explora fatores que influenciam os comportamentos de consumo da população portuguesa, através do estudo das atuais tendências de consumo globais entre outras dimensões propostas por teorias de comportamento do consumidor. Após a contextualização do projeto desenvolvimento na Sonae MC no fornecimento de dados secundários que constituíram os métodos de recolha de informação para suporte deste estudo, realizou-se uma análise qualitativa com o objetivo de identificar formas inovadoras de impulsionar as categorias de produto nas direções previstas para o futuro. Realizou-se uma análise de clusters para agrupar categorias de produto com perfis semelhantes para os quais se possam aplicar recomendações de gestão e implicações de política de empresa específicas. Os resultados deste estudo apontam para as dimensões com maior impacto nos hábitos de consumo dos portugueses nas categorias de produto selecionadas, sendo proposto, como conclusão, algumas sugestões de inovação, gestão e comunicação para os grupos homogéneos de categorias, obtendo-se assim, um conjunto de diretrizes alinhadas com a realidade contemporânea do consumo de retalho alimentar em Portugal.
This investigation explores the influence of factors in Portuguese consumption behaviors, through the study of contemporary global consumer trends, among other dimensions proposed by preexisting consumer behavior Theories. After a contextualization of Sonae MC’s project development which provided the means for data collection to support this study, a qualitative analysis was carried out with the purpose of identifying innovative ways to boost the product categories in future directions. A cluster analysis was performed to group product categories with similar profiles to which specific management recommendations and company policy implications can be applied. The results of this study point to the dimensions with greatest impact on Portuguese consumption habits in the selected product categories, being proposed, as a conclusion, some suggestions for innovation, management, and communication for the homogeneous clusters of categories, thus obtaining a set of guidelines in line with the contemporary reality of food retail consumption in Portugal.
This investigation explores the influence of factors in Portuguese consumption behaviors, through the study of contemporary global consumer trends, among other dimensions proposed by preexisting consumer behavior Theories. After a contextualization of Sonae MC’s project development which provided the means for data collection to support this study, a qualitative analysis was carried out with the purpose of identifying innovative ways to boost the product categories in future directions. A cluster analysis was performed to group product categories with similar profiles to which specific management recommendations and company policy implications can be applied. The results of this study point to the dimensions with greatest impact on Portuguese consumption habits in the selected product categories, being proposed, as a conclusion, some suggestions for innovation, management, and communication for the homogeneous clusters of categories, thus obtaining a set of guidelines in line with the contemporary reality of food retail consumption in Portugal.
Description
Keywords
Tendências de consumo globais Comportamento do consumidor Retalho alimentar FMCG Sonae MC Global consumer trends Consumer behavior Food retail