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Advisor(s)
Abstract(s)
A sociedade contemporânea é caracterizada como uma sociedade de consumo na qual
cada indivíduo desempenha o papel de consumidor e vive dentro de um sistema onde a
ideia de adquirir bens corresponde a uma felicidade pura.
O perfil do consumidor está em constante mudança e adapta-se à evolução da sociedade
e da tecnologia. Atualmente, não chega apenas desenvolver um produto que responda às
necessidades e desejos dos consumidores. É necessário saber comunicar o produto aos
consumidores, fazendo uso da comunicação também como ponto de diferenciação.
A geração Millennial é caracterizada por ser composta por indivíduos que procuram
respostas imediatas em todos os aspetos das suas vidas. Tendo nascido num mundo
submerso em tecnologia, é caracterizada como a geração dos “nativos-digitais”.
De forma a compreender aquilo que motiva e influencia os consumidores a adquirirem
determinados produtos, é necessário estudar os seus comportamentos e as diferenças
existentes nas suas gerações: aquilo que motiva um consumidor de uma idade mais
avançada pode ser diferente do que motiva um consumidor mais jovem.
Neste sentido, na presente investigação pretendeu-se aprofundar quais os fatores que
influenciam a geração Millennial portuguesa a adquirir produtos da marca Dove e a
escolher a marca em detrimentos de outras no ponto de venda.
Assim, com a realização do presente estudo foi possível concluir que os fatores que mais
influenciam esta geração são a qualidade dos produtos da marca, o desempenho, o preço
e ainda a sustentabilidade da marca. No entanto, apesar do preço se assumir como um
fator fundamental, é de notar que os consumidores que pertencem a esta geração não
deixam de adquirir os produtos da marca Dove quando estes não se encontram em
promoção. Outro fator fundamental para esta geração é também a maturidade e a história
da marca, relevando-se um fator de elevada importância na compra de produtos da marca
Dove.
Contemporary society is characterized as a consumer society in which each individual plays the role of a consumer and lives within a system where the idea of acquiring goods corresponds to pure happiness. The consumer profile is constantly changing and adapting to the evolution of society and technology. Nowadays, it is not enough just to develop a product that meets the consumers' needs and desires. It is necessary to know how to communicate the product to consumers, also using communication as a point of differentiation. The Millennial generation is characterized by individuals who seek immediate answers in all aspects of their lives. Having been born into a world immersed in technology, it is characterized as the "digital-native" generation. In order to understand what motivates and influences consumers to purchase certain products, it is necessary to study their behaviors and the differences between their generations: what motivates an older consumer may be different from what motivates a younger consumer. In this sense, this research aimed to investigate the factors that influence the Portuguese Millennial generation to purchase Dove brand products and to choose the brand over others at the point of sale. Thus, with this study it was possible to conclude that the factors that most influence this generation are the quality of the brand's products, performance, price and brand sustainability. However, although price is a fundamental factor, it should be noted that consumers belonging to this generation do not stop buying Dove products when they are not on sale. Another fundamental factor for this generation is also the maturity and history of the brand, which is a very important factor when buying Dove products.
Contemporary society is characterized as a consumer society in which each individual plays the role of a consumer and lives within a system where the idea of acquiring goods corresponds to pure happiness. The consumer profile is constantly changing and adapting to the evolution of society and technology. Nowadays, it is not enough just to develop a product that meets the consumers' needs and desires. It is necessary to know how to communicate the product to consumers, also using communication as a point of differentiation. The Millennial generation is characterized by individuals who seek immediate answers in all aspects of their lives. Having been born into a world immersed in technology, it is characterized as the "digital-native" generation. In order to understand what motivates and influences consumers to purchase certain products, it is necessary to study their behaviors and the differences between their generations: what motivates an older consumer may be different from what motivates a younger consumer. In this sense, this research aimed to investigate the factors that influence the Portuguese Millennial generation to purchase Dove brand products and to choose the brand over others at the point of sale. Thus, with this study it was possible to conclude that the factors that most influence this generation are the quality of the brand's products, performance, price and brand sustainability. However, although price is a fundamental factor, it should be noted that consumers belonging to this generation do not stop buying Dove products when they are not on sale. Another fundamental factor for this generation is also the maturity and history of the brand, which is a very important factor when buying Dove products.
Description
Keywords
Geração millennial Fatores de decisão de compra Comportamento do consumidor Dove Millennial generation Purchase decision factors Consumer behavior