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Advisor(s)
Abstract(s)
Em tempos de crise os consumidores tendem a modificar o seu comportamento de compra, em consequência das implicações financeiras que chegam de mão dada com a instabilidade económica. A grande maioria dos consumidores tem de reconsiderar os seus hábitos de consumo e realocar o seu orçamento. Diferentes formas de agir vêm com a chegada de novas condições económicas, desafiando as marcas a compreenderem e a preverem quais as novas prioridades dos seus targets, e readaptar as suas estratégias.
Este trabalho explora este tema recorrendo a uma cuidada revisão bibliográfica e às respostas de um questionário que revela insights demasiado importantes para serem ignorados. Este paper procura ainda encontrar quais as principais mudanças no comportamento do consumidor durante uma época de crise, fornecendo várias teorias, aplicáveis não só à área de investigação de marketing, como ainda às empresas que buscam readaptar as suas estratégias e compreender a mente e as prioridades do consumidor no momento de compra.
In times of crisis, consumers have shown a tendency to modify their current buying behavior, due to the financial implications which come along with an era of economic instability. The majority of consumers have to reconsider their consumption habits and reallocate budgets. Different responses are shown towards new economic conditions, due to both internal and external factors, challenging brands to understand what the new priorities of their targets are and adapt their strategy. This paper explores the subject making use of a detailed bibliographic revision and the answers of a survey that reveals consumer insights too important to ignore. This paper aims to find what may be the main changes in the consumer behavior during an economic crisis, providing, in the gathered information, useful theories in the marketing field, but also to companies who are looking to adapt to understand the consumers mind and priorities.
In times of crisis, consumers have shown a tendency to modify their current buying behavior, due to the financial implications which come along with an era of economic instability. The majority of consumers have to reconsider their consumption habits and reallocate budgets. Different responses are shown towards new economic conditions, due to both internal and external factors, challenging brands to understand what the new priorities of their targets are and adapt their strategy. This paper explores the subject making use of a detailed bibliographic revision and the answers of a survey that reveals consumer insights too important to ignore. This paper aims to find what may be the main changes in the consumer behavior during an economic crisis, providing, in the gathered information, useful theories in the marketing field, but also to companies who are looking to adapt to understand the consumers mind and priorities.
Description
Keywords
Comportamento do consumidor Crise Marca Hábitos de consumo Consumer behavior Crisis Brand Consumption habits