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Abstract(s)
O contexto pandémico gerou um aumento muito significativo das compras online, com especial destaque para o retalho alimentar. Perante tais mudanças, os retalhistas viram-se obrigados a compreender melhor o mercado, agora muito mais diversificado, para poder ir ao encontro das necessidades dos consumidores, nomeadamente no que respeita às formas de comunicação. Assim, o presente Trabalho Final de Mestrado parte das seguintes questões de investigação: Como se pode caracterizar e segmentar o mercado de retalho alimentar online em Portugal no contexto pandémico atual? Como se pode adaptar a comunicação ao público-alvo? De forma a obter informações acerca do perfil do consumidor do retalho alimentar, tendo em conta, por um lado, os seus hábitos de consumo e, por outro, a sua perspetiva em relação à comunicação efetuada pelas empresas, procedeu-se à inquirição de 229 clientes de retalho alimentar, residentes em Portugal continental, dos quais 112 utilizam o canal online para compra. A análise descritiva da amostra, permitiu segmentar os consumidores com base nas idades, no valor médio das suas compras, na frequência de compra de determinadas categorias de produto e na sua perspetiva acerca da comunicação efetuada pelas empresas. Os resultados obtidos conduziram à criação de três clusters de indivíduos, o que permitiu concluir que a comunicação das empresas deve ser adaptada e customizada com base nas características dos indivíduos de cada um dos clusters.
The pandemic scenario crisis has been generating a very significant increase on online purchases, with special emphasis in the food retail industry. Due to these particular changes, the retailers were forced to better understand this market, which is much more diversified, so they can meet the consumer needs, particularly in regard to the forms of communication. This way, this Final Dissertation starts with the following research questions: How can one characterize and segment the online food retail industry in Portugal during this worldwide pandemic? How can one adapt the communication to the target audience? In order to obtain information about the costumer’s profile in the food retail industry and taking into account, on one hand, their consumption habits and on the other, their perspective regarding the communication being made by the companies, an inquiry to 229 food retail customers, resident in Portugal, of which 112 of them use the online purchase channel was conducted. The descriptive analysis of the sample enabled us to perform a customer segmentation based on age, average value of purchases, purchase frequency of certain product ranges and perspectives about the communication of the companies. The obtained results led to the creation of three clusters profiles, which allowed us to conclude that the companies’ communication should be adapted and customized based on each cluster profile specifications.
The pandemic scenario crisis has been generating a very significant increase on online purchases, with special emphasis in the food retail industry. Due to these particular changes, the retailers were forced to better understand this market, which is much more diversified, so they can meet the consumer needs, particularly in regard to the forms of communication. This way, this Final Dissertation starts with the following research questions: How can one characterize and segment the online food retail industry in Portugal during this worldwide pandemic? How can one adapt the communication to the target audience? In order to obtain information about the costumer’s profile in the food retail industry and taking into account, on one hand, their consumption habits and on the other, their perspective regarding the communication being made by the companies, an inquiry to 229 food retail customers, resident in Portugal, of which 112 of them use the online purchase channel was conducted. The descriptive analysis of the sample enabled us to perform a customer segmentation based on age, average value of purchases, purchase frequency of certain product ranges and perspectives about the communication of the companies. The obtained results led to the creation of three clusters profiles, which allowed us to conclude that the companies’ communication should be adapted and customized based on each cluster profile specifications.
Description
Keywords
Comércio eletrónico Comunicação Marketing Segmentação Consumidor online e análise de clusters E-commerce Communication Segmentation Online customer and clusters analysis