| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 7.34 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Os dados científicos que revelam as doenças ligadas a uma má alimentação têm feito com
que os consumidores optem por novos estilos de vida e estejam mais atentos ao que
consomem. Apesar de, de um modo geral, o conhecimento nutricional ser escasso, é
necessário que as marcas se reinventem e acompanhem essas mudanças para que não
fiquem pelo caminho.
Neste sentido, o objetivo deste estudo passa por compreender os dois lados: o das marcas
e o dos consumidores. Por um lado, de que forma é que as marcas comunicam produtos
(supostamente) saudáveis e, por outro, de que forma é que os consumidores percecionam
esses produtos. Para um estudo mais coeso e focado, optámos estudar o setor das bolachas
recorrendo ao método qualitativo, com um estudo de observação em supermercado, e ao
quantitativo, com um inquérito por questionário.
De forma geral, este estudo conclui que existe, de facto, preocupação com a alimentação
mas que a mesma não vai ao encontro da realidade nutricional. Desta forma, a falta de
conhecimento é o fator chave para que as empresas consigam vender estes produtos numa
vertente saudável.
Scientific data revealing a link between diseases and a poor diet have made consumers more attentive to what they consume and wanting to adopt new lifestyles. Although nutritional knowledge is scarce, brands need to reinvent themselves and be attentive to these changes so that they can keep up with their competition. Therefore, the aim of this study is to understand the perspective from the two sides: brands and consumers. On the one hand, how do brands advertise (supposedly) healthy products and, on the other, how do consumers perceive these same products. For a more targeted study, we chose to study the biscuit sector with an observational study in a supermarket, analysed through a questionnaire survey. Overall, this study concludes that consumers are somewhat concerned with their eating habits. However, this preoccupation differs from the true nutritional reality from each product. We then conclude that the public’s lack of knowledge is the key factor that allow companies to sell these products in a healthy way.
Scientific data revealing a link between diseases and a poor diet have made consumers more attentive to what they consume and wanting to adopt new lifestyles. Although nutritional knowledge is scarce, brands need to reinvent themselves and be attentive to these changes so that they can keep up with their competition. Therefore, the aim of this study is to understand the perspective from the two sides: brands and consumers. On the one hand, how do brands advertise (supposedly) healthy products and, on the other, how do consumers perceive these same products. For a more targeted study, we chose to study the biscuit sector with an observational study in a supermarket, analysed through a questionnaire survey. Overall, this study concludes that consumers are somewhat concerned with their eating habits. However, this preoccupation differs from the true nutritional reality from each product. We then conclude that the public’s lack of knowledge is the key factor that allow companies to sell these products in a healthy way.
Description
Keywords
Publicidade Comunicação Nutrição Saudável Advertising Communication Nutrition Healthy