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Abstract(s)
O presente relatório surge no seguimento do estágio realizado na Sonae MC, no âmbito do mestrado em Biotecnologia e Inovação – Inovação Alimentar da Escola Superior de Biotecnologia, da Universidade Católica Portuguesa. O estágio teve a duração de oito meses e decorreu em duas áreas: no Departamento de Segurança Alimentar da loja Continente do Gaiashopping e no Departamento de Direção e Desenvolvimento de Marca, na área comercial. A primeira parte do estágio teve como objetivos a compreensão do negócio e dos processos de segurança alimentar na secção de frutas e legumes da loja.
A segunda parte teve como objetivo analisar os diferentes tipos de inovação na marca própria Continente, a avaliação do impacto da nova imagem das embalagens dos produtos e a avaliação das emoções/atributos transmitidos aos consumidores por esta nova imagem. Neste contexto, foi desenvolvido um questionário dividido em quatro secções: i) perguntas generalistas, ii) perguntas sobre retalho alimentar e marca própria, iii) avaliação da preferência da nova imagem, face à antiga, em 13 produtos, iv) uma adaptação do método da Engenharia Kansei: oito emoções/atributos dispostos numa grelha de escolha múltipla, utilizando uma escala hedónica de cinco pontos, de modo a avaliar as emoções/atributos transmitidos pelas 11 embalagens dos produtos Continente. Com base nas respostas obtidas dos 60 questionários validados, não existe uma clara preferência por qualquer uma das duas imagens da carta gráfica, quer pela antiga quer pela nova. Em relação às emoções/atributos transmitidos pelas novas imagens das embalagens, tristeza foi a emoção que menos se associa às embalagens dos produtos Continentes selecionados e qualidade foi dos atributos que mais se associa aos mesmos. Em termos globais, esta reduzida variação na preferência pode dever-se às limitações do questionário, designadamente o tamanho amostral e ao facto de este ter sido realizado
online, uma vez que não se controla o ambiente em que é respondido. Em conclusão, a metodologia aplicada é uma estratégia promissora para avaliar a perceção do consumidor perante novos produtos ou novas imagens de produtos. Como proposta de melhoria, sugere-se alargar o alcance do inquérito a um maior número de inquiridos e respostas presenciais, de forma a controlar o ambiente em que o consumidor se encontra e a possibilitar ao mesmo contactar diretamente com os produtos.
This report is a follow-up to the Sonae MC internship, under the Masters´ Degree in Biotechnology and Innovation - Food Innovation of the Faculty of Biotechnology, Universidade Católica Portuguesa. The eight-month internship was developed in two areas: in the Department of Food Safety of the GaiaShopping Continente store and in the Department of Direction and Brand Development in the commercial area. The first part of the internship was aimed at understanding the shop's food safety business and processes and ensuring the food safety tasks in the fruits and vegetables section. The second part had the purpose of analysing the different types of innovation in the Continente brand, the evaluation of the impact of the new image of the Continente product packaging and the understanding of the emotions / attributes transmitted to consumers by this new image. A questionnaire was developed and divided into four sections: i) general questions, ii) food retailing and private label questions; iii) evaluation of preference between the old and new image in 13 products; iv) an adaptation of the Kansei Engineering method: eight emotions / attributes arranged in a multiple-choice grid, using an hedonic scale of five points, to evaluate the emotions / attributes transmitted by the 11 packages of the Continente products. Based on the answers obtained from the 60 validated questionnaires, there is no clear preference for any of the two graphic chart images, either old or new. In relation to the emotions / attributes transmitted by the new images of the packages, sadness is the emotion that is less associated with the packaging of the selected Continente products and quality is the attribute that is most associated with them. However, the questionnaire had some limitations, such as its sample and the fact that it was carried out online, since the environment in which it was answered was not controlled. It is suggested to extend the scope of the survey, with bigger sample and faceto- face responses, to control the environment in which the consumer is and to enable him to directly contact the products.
This report is a follow-up to the Sonae MC internship, under the Masters´ Degree in Biotechnology and Innovation - Food Innovation of the Faculty of Biotechnology, Universidade Católica Portuguesa. The eight-month internship was developed in two areas: in the Department of Food Safety of the GaiaShopping Continente store and in the Department of Direction and Brand Development in the commercial area. The first part of the internship was aimed at understanding the shop's food safety business and processes and ensuring the food safety tasks in the fruits and vegetables section. The second part had the purpose of analysing the different types of innovation in the Continente brand, the evaluation of the impact of the new image of the Continente product packaging and the understanding of the emotions / attributes transmitted to consumers by this new image. A questionnaire was developed and divided into four sections: i) general questions, ii) food retailing and private label questions; iii) evaluation of preference between the old and new image in 13 products; iv) an adaptation of the Kansei Engineering method: eight emotions / attributes arranged in a multiple-choice grid, using an hedonic scale of five points, to evaluate the emotions / attributes transmitted by the 11 packages of the Continente products. Based on the answers obtained from the 60 validated questionnaires, there is no clear preference for any of the two graphic chart images, either old or new. In relation to the emotions / attributes transmitted by the new images of the packages, sadness is the emotion that is less associated with the packaging of the selected Continente products and quality is the attribute that is most associated with them. However, the questionnaire had some limitations, such as its sample and the fact that it was carried out online, since the environment in which it was answered was not controlled. It is suggested to extend the scope of the survey, with bigger sample and faceto- face responses, to control the environment in which the consumer is and to enable him to directly contact the products.
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Keywords
Retalho alimentar Inovação Segurança alimentar Emoções Atributos Engenharia Kansei Embalagem Food retail Innovation Food safety Emotions Attributes Engineering Kansei Packaging