Advisor(s)
Abstract(s)
Com 60 anos de história, a Tetra Pak é a empresa líder mundial em soluções de
tratamento e embalamento de produtos alimentares, que actua em mais de 170 mercados e
conta com cerca de 22 000 colaboradores.
O presente relatório descreve uma análise da influência da marca e embalagem da
Tetra Pak Portugal, tendo como principal objectivo responder à seguinte pergunta de
partida: “Qual a influência da embalagem da Tetra Pak Portugal e da sua marca na decisão
de compra das empresas-cliente e dos consumidores?”. Este estudo enquadra-se no âmbito
do estágio que realizei na empresa ao longo de quatro meses.
Para abordar este tema foi trabalhada bibliografia sobre os processos de decisão de
compra das organizações e dos consumidores, o conceito da marca, incluindo dimensões
como identidade, posicionamento, notoriedade e reputação, e o conceito de embalagem e a
sua potencial influência nas decisões de compra. Posteriormente foi avaliada essa
influência através da aplicação de inquéritos. No final, os resultados permitiram identificar
que existe uma determinada influência, tanto da parte da embalagem da Tetra Pak como da
sua marca, nas decisões de compra das empresas-cliente e dos consumidores.
Tetra Pak is the world’s leading food processing and packaging solutions’ company with 60 years of history. Tetra Pak operates in more than 170 markets and has 22 000 employees. This report describes an analysis of the influence of Tetra Pak Portugal’s package and brand, in order to answer the following question: "What’s the influence of Tetra Pak Portugal’s package and brand on the purchasing decision of company customers and consumers?”. This study is part of my work experience at Tetra Pak Portugal that lasted for four months. In order to achieve this goal, the report includes a literature review of the purchasing decision process of organizations and consumers, the concept of brand, including the dimensions of brand identity, positioning, awareness and reputation, and the concept of package and its potential influence on purchasing decisions. Then, this influence was evaluated through the use of surveys. At the end, the results allowed me to identify that there is a particular influence from Tetra Pak Portugal’s package and brand in the company customers and consumers’ purchasing decisions.
Tetra Pak is the world’s leading food processing and packaging solutions’ company with 60 years of history. Tetra Pak operates in more than 170 markets and has 22 000 employees. This report describes an analysis of the influence of Tetra Pak Portugal’s package and brand, in order to answer the following question: "What’s the influence of Tetra Pak Portugal’s package and brand on the purchasing decision of company customers and consumers?”. This study is part of my work experience at Tetra Pak Portugal that lasted for four months. In order to achieve this goal, the report includes a literature review of the purchasing decision process of organizations and consumers, the concept of brand, including the dimensions of brand identity, positioning, awareness and reputation, and the concept of package and its potential influence on purchasing decisions. Then, this influence was evaluated through the use of surveys. At the end, the results allowed me to identify that there is a particular influence from Tetra Pak Portugal’s package and brand in the company customers and consumers’ purchasing decisions.
Description
Keywords
Decisões de compra Empresas-cliente Consumidores Marca Embalagem Purchasing decisions Company customers Consumers Brand Package