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Abstract(s)
Deparamo-nos diariamente com inúmeras mensagens publicitárias que, contudo, não são integralmente assimiladas. Este fenómeno deve-se, em parte, a uma maior resistência aos apelos da publicidade, mas também ao número substancial de mensagens que competem pela nossa atenção. Este panorama é evidente para a generalidade das marcas que, na tentativa de captar o foco dos consumidores, procuram destacar-se das mais diversas formas, entre as quais a publicidade.
De modo a otimizar a comunicação publicitária é imperativa a compreensão dos consumidores, dos seus desejos e necessidades. Neste sentido, muitos investigadores dedicam-se ao estudo do comportamento do consumidor, um tema de crescente pertinência.
É deste contexto que nasce o presente estudo. Pretendeu-se, através desta dissertação, estabelecer bases empíricas que permitissem um conhecimento mais profundo dos consumidores e das suas perceções relativamente à comunicação publicitária, com especial enfoque no caso do Take Away do Pingo Doce. De modo geral, procurou-se compreender se as perceções dos consumidores eram compatíveis com as premissas-chave da comunicação da marca, determinando, até certo ponto, a eficácia da publicidade. Assim, recorreu-se a um método misto com uma abordagem sequencial exploratória, combinando instrumentos de pesquisa de índole qualitativa – através de entrevistas semi-estruturadas a funcionários do Pingo Doce e da agência de publicidade BBDO Portugal, responsável pela comunicação publicitária da marca – e quantitativa – através da aplicação de um inquérito por questionário a recetores das mensagens publicitárias da marca.
Concluiu-se que as perceções dos consumidores coincidem, de modo geral, com as mensagens publicitárias da marca, tendo-se constatado também não existir um grau de ceticismo considerável relativamente à sua comunicação publicitária. Verificou-se, contudo, que os supermercados não são ainda vistos como opções equivalentes aos restantes operadores do negócio da comida pronta a levar.
Every day we come across countless advertising messages. However, we don’t fully take them in. This phenomenon is due, in part, to a greater resistance to the appeals of advertising, but also to the substantial number of messages competing for our attention. This scenario is clear for most brands that try to stand out in the most diverse ways (such as advertising), in an attempt to capture consumers’ focus. In order to optimize advertising communication, it is crucial to understand consumers, their wants and needs. In this sense, many researchers dedicate themselves to the study of consumer behavior, a topic of increasing relevance nowadays. This context sets the ground for the present study. It was intended to establish empirical bases that would allow a deeper knowledge of consumers and their perceptions regarding advertising communication, with special focus in the case of Pingo Doce’s Take Away. In general, the aim was to understand whether consumers' perceptions were compatible with the key premises of the brand’s communication, whilst determining the effectiveness of advertising to a certain extent. Thus, a mixed method with a sequential exploratory approach was used, combining both qualitative and quantitative research instruments. For this purpose, semi-structured interviews to employees from Pingo Doce and BBDO Portugal (the advertising agency responsible for the brand's advertising communication) were conducted, followed by the application of a questionnaire survey to recipients of the brand's advertising messages. The findings showed that consumers' perceptions generally correspond to the brand's advertising messages content. It was also found that there is no considerable degree of skepticism regarding its advertising communication. However, the results showed that supermarkets are not yet seen as equivalent options when regarding other players in the takeaway food business.
Every day we come across countless advertising messages. However, we don’t fully take them in. This phenomenon is due, in part, to a greater resistance to the appeals of advertising, but also to the substantial number of messages competing for our attention. This scenario is clear for most brands that try to stand out in the most diverse ways (such as advertising), in an attempt to capture consumers’ focus. In order to optimize advertising communication, it is crucial to understand consumers, their wants and needs. In this sense, many researchers dedicate themselves to the study of consumer behavior, a topic of increasing relevance nowadays. This context sets the ground for the present study. It was intended to establish empirical bases that would allow a deeper knowledge of consumers and their perceptions regarding advertising communication, with special focus in the case of Pingo Doce’s Take Away. In general, the aim was to understand whether consumers' perceptions were compatible with the key premises of the brand’s communication, whilst determining the effectiveness of advertising to a certain extent. Thus, a mixed method with a sequential exploratory approach was used, combining both qualitative and quantitative research instruments. For this purpose, semi-structured interviews to employees from Pingo Doce and BBDO Portugal (the advertising agency responsible for the brand's advertising communication) were conducted, followed by the application of a questionnaire survey to recipients of the brand's advertising messages. The findings showed that consumers' perceptions generally correspond to the brand's advertising messages content. It was also found that there is no considerable degree of skepticism regarding its advertising communication. However, the results showed that supermarkets are not yet seen as equivalent options when regarding other players in the takeaway food business.
Description
Keywords
Comunicação Publicidade Consumidor Takeaway Pingo Doce Communication Advertising Consumer