Perfil do consumidor português de artigos 'new luxury' de moda e acessórios
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Data
2016
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Resumo
Com esta investigação procurou-se identificar o consumidor português
de artigos ‘new luxury’ de moda e acessórios e perceber as suas
motivações e o porquê de consumirem estes artigos. Numa primeira
fase foram entrevistados quatro directores de marketing de marcas
‘new luxury’ de moda e acessórios. Para este fim foi utilizado um
guião de entrevista com cinco perguntas a partir do qual se procurou
identificar o perfil-tipo do consumidor português que consome este
tipo de produtos. Numa segunda fase promoveu-se a discussão em
dois focus groups distintos de modo a compreender as razões e as
motivações de compra de artigos ‘new luxury’.
Os resultados indicam que o consumidor tipo português de
artigos ‘new luxury’ é sofisticado, dá primazia ao status social, à
notoriedade da marca, ao atendimento personalizado e à experiência
de compra. Neste contexto é possível destacar o crescimento, tanto das
marcas ‘new luxury’ em Portugal, como do consumidor que procura
este tipo de produtos.
This research seeks to identify the typical Portuguese consumer of fashion and accessory ‘new luxury’ articles and furthermore understand their motivations and reasons for procuring these items. During the first stage of this research, four ‘new luxury’ fashion and accessory marketing directors were interviewed. To this end, a 5 question interview script was designed from which I sought to identify the profile type of the Portuguese consumer who pursues these items. In a second stage, the discussion of two distinct focus groups was promoted in order to comprehend the reasons and motivations behind the purchasing of new luxury items. The results of this investigation indicate that the type of Portuguese consumer that pursues these articles is sophisticated and prioritizes social status, brand notoriety, personalized customer experiences, and shopping experience. In this context it is possible to single out the growth and development of both new luxury brands in Portugal and the consumer population for this type of items.
This research seeks to identify the typical Portuguese consumer of fashion and accessory ‘new luxury’ articles and furthermore understand their motivations and reasons for procuring these items. During the first stage of this research, four ‘new luxury’ fashion and accessory marketing directors were interviewed. To this end, a 5 question interview script was designed from which I sought to identify the profile type of the Portuguese consumer who pursues these items. In a second stage, the discussion of two distinct focus groups was promoted in order to comprehend the reasons and motivations behind the purchasing of new luxury items. The results of this investigation indicate that the type of Portuguese consumer that pursues these articles is sophisticated and prioritizes social status, brand notoriety, personalized customer experiences, and shopping experience. In this context it is possible to single out the growth and development of both new luxury brands in Portugal and the consumer population for this type of items.
Descrição
Orientação: Fátima Patrícia Nunes da Encarnação Marques Dias Soares
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, CONSUMO, HÁBITOS DE CONSUMO, CONSUMIDORES, MODA, COMPORTAMENTO DOS CONSUMIDORES, PORTUGAL, COMMUNICATION, CONSUMPTION, CONSUMPTION HABITS, CONSUMERS, FASHION, CONSUMER BEHAVIOUR, PORTUGAL, BENS DE LUXO, LUXURY GOODS