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Advisor(s)
Abstract(s)
A presente dissertação de mestrado tem como objetivo geral entender a influência que o marketing e as marcas exercem no processo de decisão de escolha em consumidores de uma dieta de base vegetal. Como tal, pretende-se verificar quais são as principais características de uma marca que influenciam a tomada de decisão de um consumidor a adquirir um produto de base vegetal, bem como a análise das forças internas e externas.
Devido a toda a evolução tecnológica, surge um novo consumidor, o consumidor online. Este consumidor sabe o que quer, onde quer e quando quer, devido à densidade de informação presente na Internet bem como a grande participação dos consumidores nas Redes Sociais. Assim torna-se pertinente estudar a influência dos social media no comportamento dos consumidores.
A investigação foi conduzida por meio de um estudo exploratório, utilizando o método descritivo, composto por 11 entrevistas presenciais a adotantes de dieta de base vegetal e quatro grupos de discussão, dois com consumidores que adotam uma dieta de base vegetal, e os restantes com simpatizantes de uma dieta de base vegetal. Recorreu- se a uma amostra não probabilística por conveniência.
No presente estudo verificou-se que enquanto que os consumidores de uma dieta de base vegetal participantes neste estudo estão inteirados de como devem efetuar as compras seguindo a composição dos produtos referida nos seus rótulos, os simpatizantes confessam ainda não saber fazê-lo. A certificação é pouco importante para os entrevistados que têm uma dieta de base vegetal, ao contrário dos entrevistados que são apenas simpatizantes, pois tendo em conta a dificuldade que a leitura de rótulos apresenta, nomeadamente no que diz respeito à composição dos produtos, os mesmos consideram a certificação credível e útil para auxiliar as decisões de compra. Outro aspeto que distingue os consumidores de uma dieta de base vegetal dos simpatizantes é a instabilidade dos simpatizantes no que diz respeito à escolha das marcas e a confiança depositada nas mesmas pois estes não confiam nas marcas através do seu conteúdo ou ingredientes, o que os move é a certificação.
The main goal of the following dissertation is to understand the influence that marketing and brands have on the decision making of a vegetable-based diet for consumers. In order to do so, the key traits of the brands have been identified, as well as the analysis of internal and external factors. There is now a new online consumer, due to the technological development. This consumer knows exactly where, when and what they want, since there is a large amount of information on the internet, as well as all the information in the online groups on social media. Analising the influence of the social media regarding the consumer’s behavior is crucial. An exploratory study was the method used in order to carry out the investigation, more specifically the description method. Eleven interviews were carried out in person with people who have this vegetable-based lifestyle, and four discussion groups, two of which also had a vegetable diet, with the remaining two fully supporting the lifestyle choice. A non-probabilistic sample in accordance was used. In the present study, it was found that while consumers of a vegetable-based diet participating in this study are aware of how they should make purchases following the composition of the products referred to in their labels, supporters still confess not knowing how to do it. Certification is unimportant for interviewees who have a vegetable-based diet, unlike respondents who are just sympathizers, because given the difficulty of reading labels, particularly with regard to the composition of products, the same consider certification to be credible and useful in assisting purchasing decisions. Another aspect that distinguishes consumers from a vegetable-based diet of supporters is the instability of supporters as to the choice of brands and the reliance placed on them because they do not trust brands through their content or ingredients, which moves them is the certification.
The main goal of the following dissertation is to understand the influence that marketing and brands have on the decision making of a vegetable-based diet for consumers. In order to do so, the key traits of the brands have been identified, as well as the analysis of internal and external factors. There is now a new online consumer, due to the technological development. This consumer knows exactly where, when and what they want, since there is a large amount of information on the internet, as well as all the information in the online groups on social media. Analising the influence of the social media regarding the consumer’s behavior is crucial. An exploratory study was the method used in order to carry out the investigation, more specifically the description method. Eleven interviews were carried out in person with people who have this vegetable-based lifestyle, and four discussion groups, two of which also had a vegetable diet, with the remaining two fully supporting the lifestyle choice. A non-probabilistic sample in accordance was used. In the present study, it was found that while consumers of a vegetable-based diet participating in this study are aware of how they should make purchases following the composition of the products referred to in their labels, supporters still confess not knowing how to do it. Certification is unimportant for interviewees who have a vegetable-based diet, unlike respondents who are just sympathizers, because given the difficulty of reading labels, particularly with regard to the composition of products, the same consider certification to be credible and useful in assisting purchasing decisions. Another aspect that distinguishes consumers from a vegetable-based diet of supporters is the instability of supporters as to the choice of brands and the reliance placed on them because they do not trust brands through their content or ingredients, which moves them is the certification.
Description
Versão Final (Esta versão contém as críticas e sugestões dos elementos do júri.)
Keywords
Dieta de base vegetal Comportamento do consumidor Processo de decisão de compra Marcas Marketing digital Social media Consumer’s behaviour Digital marketing Plant/vegetable-based diet Social media Purchase decision process Brands