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Abstract(s)
O consumidor final encontra-se mais empoderado do que nunca. Para além de
mais exigente e diligente com o seu tempo e dinheiro, a constante alteração de estilo de
vida, motivações e necessidades, obriga a que os retalhistas reflitam continuamente nas
suas estratégias de ação de maneira a captar eficazmente o seu segmento de interesse.
Neste sentido, a presente dissertação estuda quais as características inerentes ao
consumidor jovem no contexto do mercado português, por forma a elaborar e sugerir uma
estratégia de ação a aplicar na insígnia de retalho alimentar Pingo Doce.
Foram realizados dois estudos um qualitativo e um quantitativo. Um primeiro, de
natureza exploratória, com o intuito de recolher informações de interesse e formular
hipóteses a serem testadas em questionário. Desta forma, foi possível concluir que
existem efectivamente diferenças por parte do consumidor Jovem, particularmente em
comparação com o segmento Adulto, na forma como valorizam o seu supermercado de
eleição. Tal diferenciação irá permitir a elaboração de linhas de ação estratégicas por
forma a captar mais eficazmente este consumidor.
The final consumer is more empowered than ever. In addition to being more demanding and diligent with their time and money, the constant change in lifestyle, motivations and needs, forces retailers to continually reflect on their action strategies to effectively capture their segment of interest. In this sense, this dissertation studies what are the inherent characteristics of the young consumer in the context of the Portuguese market, to elaborate and suggest a strategy to be applied in the retailer Pingo Doce. Two studies were carried out, one qualitative and one quantitative. The first one aimed to collect information of interest to formulate hypotheses to be tested in the questionnaire. In this way, it was possible to conclude that there are indeed differences in the behavior of the young consumer, particularly in comparison with the adult consumer, in relation to the way they value their supermarket of choice. This differentiation will allow the elaboration of a more effective acquisition strategy.
The final consumer is more empowered than ever. In addition to being more demanding and diligent with their time and money, the constant change in lifestyle, motivations and needs, forces retailers to continually reflect on their action strategies to effectively capture their segment of interest. In this sense, this dissertation studies what are the inherent characteristics of the young consumer in the context of the Portuguese market, to elaborate and suggest a strategy to be applied in the retailer Pingo Doce. Two studies were carried out, one qualitative and one quantitative. The first one aimed to collect information of interest to formulate hypotheses to be tested in the questionnaire. In this way, it was possible to conclude that there are indeed differences in the behavior of the young consumer, particularly in comparison with the adult consumer, in relation to the way they value their supermarket of choice. This differentiation will allow the elaboration of a more effective acquisition strategy.
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Keywords
Comportamento do consumidor Jovem Retalho alimentar Consumer behavior Young consumer Food retail