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Authors
Abstract(s)
Esta investigação pretende contribuir para uma melhor compreensão sobre o
conceito de comportamento de consumidor e sobre a tomada de decisão num ambiente de
transição do mercado liberalizado de energia.
Este estudo foi realizado no âmbito do Mestrado em Ciências da Comunicação
especialização de Marketing e Publicidade da Universidade Católica Portuguesa e teve
como ponto de partida uma bolsa de estágio dada pela EDP, na área da Comunicação de
Marca, mais concretamente na área da gestão da marca e ao longo do qual o tema central a
era o Mercado Liberalizado. Este tema trás novos desafios à empresa, como fidelizar os
seus atuais clientes e angariar novos.
De uma forma sintetizada, esta investigação pretende estudar os fatores que
influenciam a tomada de decisão do consumidor, e a possível relação entre as variáveis
independentes: estímulos de marketing e os estímulos do consumidor, e as variáveis
dependentes, que posteriormente irão influenciar o processo de tomada de decisão. A
metodologia usada, após a revisão da literatura, foi o inquérito por questionário.
O tema abordado na presente investigação torna-se relevante, principalmente, para a
área da comunicação e do marketing, não só por se tratar de uma questão já explorada no
que toca ao comportamento do consumidor e da tomada de decisão do mesmo, mas por ser
numa fase em que o mercado específico em estudo sofre uma alteração que confere a este
tema uma enorme centralidade no contexto português. A perspetiva da marca/empresa
sobre o comportamento do consumidor foca-se essencialmente na vontade de conquistar
novos clientes face ao contexto em que este estudo se insere e ainda fidelizar os novos e
antigos. Caso o serviço tenha qualidade e faça uma boa comunicação, é bastante provável
que os clientes do antigo mercado se mantenham ou até optem agora pela EDP.
Este facto torna-se ainda mais relevante dados os resultados obtidos no
desenvolvimento desta investigação, os quais revelaram que é de facto as experiências
anteriores e qualidade/rapidez do serviço os principais fatores na tomada de decisão para
os consumidores de energia em Portugal.
investigation intends on contributing to a better understanding about the concept of consumer behavior and its decision making process when choosing an energy provider, more specifically, in a transitional environment from a state regulated to liberalized energy market. This study was conducted following the final project for the Masters in Ciências da Comunicação, with a major in Marketing and Advertising, from Universidade Católica Portuguesa and had its inception with an internship in EDP, in the department of Brand Communication, during which the main topic was the transition to a liberalized energy market. This change brought in new challenges to the company, such as understanding customer loyalty and bringing in new customers Summarizing, this investigation’s purpose is to study the factors that influence the decision of the consumer, and the possible relation between the independent variables: marketing stimuli / consumer stimuli, and the dependent variables, which will later influence the decision making process. The methodology used, after much revision of past published literature, was a survey through questionnaire The topic that is addressed in the present investigation becomes relevant, mainly, to the field of communication and marketing, not only because it further explores a question already studied regarding consumer behavior and decision making, but also because it focuses in a period in which the market is changing drastically and gives it great context to the Portuguese market. The company understands over consumer behavior focuses mainly in their necessity to bring in new customers and increase loyalty in the current one. If they present an overall high quality of service and good communication efforts, it is more likely that consumers that were still present in the state regulated market opt now to become customers of EDP. This becomes even more relevant following the results achieved in this investigation, which revealed that past experience and quality/responsiveness of the service are the main factors influencing decision making in the energy market for Portuguese consumers.
investigation intends on contributing to a better understanding about the concept of consumer behavior and its decision making process when choosing an energy provider, more specifically, in a transitional environment from a state regulated to liberalized energy market. This study was conducted following the final project for the Masters in Ciências da Comunicação, with a major in Marketing and Advertising, from Universidade Católica Portuguesa and had its inception with an internship in EDP, in the department of Brand Communication, during which the main topic was the transition to a liberalized energy market. This change brought in new challenges to the company, such as understanding customer loyalty and bringing in new customers Summarizing, this investigation’s purpose is to study the factors that influence the decision of the consumer, and the possible relation between the independent variables: marketing stimuli / consumer stimuli, and the dependent variables, which will later influence the decision making process. The methodology used, after much revision of past published literature, was a survey through questionnaire The topic that is addressed in the present investigation becomes relevant, mainly, to the field of communication and marketing, not only because it further explores a question already studied regarding consumer behavior and decision making, but also because it focuses in a period in which the market is changing drastically and gives it great context to the Portuguese market. The company understands over consumer behavior focuses mainly in their necessity to bring in new customers and increase loyalty in the current one. If they present an overall high quality of service and good communication efforts, it is more likely that consumers that were still present in the state regulated market opt now to become customers of EDP. This becomes even more relevant following the results achieved in this investigation, which revealed that past experience and quality/responsiveness of the service are the main factors influencing decision making in the energy market for Portuguese consumers.
Description
Keywords
Comportamento do consumidor Mercado liberalizado Tomada de decisão Clientes EDP Consumer behavior Liberalized market Decision Brand Clients