O valor da marca para os consumidores no setor automóvel em Portugal em 2013
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Data
2013
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Resumo
O valor da marca tem sido um tema de estudo recorrente pelos
pesquisadores da área, que têm vindo a desenvolver teorias para perceber
a sua importância. Há uma enorme variedade de marcas que propõem
produtos ou serviços similares e que satisfazem as mesmas necessidades,
como é o caso do mercado automóvel, onde as marcas redobram de
esforços para chegarem a todos os tipos de consumidores. É fundamental
perceber o valor de uma marca, do ponto de vista dos consumidores, para
poder satisfazer as suas necessidades e criar um relacionamento forte de
modo a torná-los leais.
Esta dissertação pretende determinar quais os critérios mais importantes
para a valorização de uma marca automóvel, do ponto de vista do
consumidor e perceber se o perfil do consumidor tem influência na
valorização de determinados critérios, na escolha de uma marca
automóvel.
Em termos metodológicos, a revisão da literatura permitiu-nos recolher
informações necessárias para definir o problema de investigação, os
objetivos e as hipóteses. Para validar as hipóteses e responder aos
objetivos, elaborámos um questionário estruturado, com 44 perguntas
com escala de Likert em 5 pontos e 6 perguntas sociodemográficas. O
questionário foi aplicado na zona da Grande Lisboa e Setúbal a pessoas
com idade superior a 18 anos, que têm ou já tiveram um carro próprio.
Obtivemos um total de 359 questionários devidamente preenchidos, que
serviram para efetuar a análise estatística dos resultados, com a ajuda do
software SPSS.
The brand equity has been a recurrent subject of study by researchers in the area, who have been developing theories to realize its importance. There is a huge variety of brands offering similar products or services that meet the same needs, such as the automotive market, where brands are redoubling efforts to reach out to all types of consumers. It is crucial to realize the value of a brand, by consumer's point of view, in order to satisfy them and create a strong relationship, to make them loyal. This thesis aims to determine the most important criteria for the valorization of an automotive brand, from the point of view of the consumer and notice if the consumer profile has an influence on the valuation of certain criteria, in choosing an automotive brand. In methodological terms, the literature review allowed us to collect data needed to define the research problem, objectives and hypotheses. To validate the hypotheses and respond to goals, we developed a structured questionnaire with 44 questions with Likert scale of 5 points and 6 demographic questions. The questionnaire was administered in Great Lisbon and Setúbal area for people aged over 18 years who have or have had a car himself. We obtained a total of 359 fully completed questionnaires, which were used to perform the statistical analysis, with the help of SPSS software.
The brand equity has been a recurrent subject of study by researchers in the area, who have been developing theories to realize its importance. There is a huge variety of brands offering similar products or services that meet the same needs, such as the automotive market, where brands are redoubling efforts to reach out to all types of consumers. It is crucial to realize the value of a brand, by consumer's point of view, in order to satisfy them and create a strong relationship, to make them loyal. This thesis aims to determine the most important criteria for the valorization of an automotive brand, from the point of view of the consumer and notice if the consumer profile has an influence on the valuation of certain criteria, in choosing an automotive brand. In methodological terms, the literature review allowed us to collect data needed to define the research problem, objectives and hypotheses. To validate the hypotheses and respond to goals, we developed a structured questionnaire with 44 questions with Likert scale of 5 points and 6 demographic questions. The questionnaire was administered in Great Lisbon and Setúbal area for people aged over 18 years who have or have had a car himself. We obtained a total of 359 fully completed questionnaires, which were used to perform the statistical analysis, with the help of SPSS software.
Descrição
Orientação:Eduardo Manuel Machado de
Moraes Sarmento Ferreira
Palavras-chave
COMUNICAÇÃO, COMPORTAMENTO DOS CONSUMIDORES, MARCAS COMERCIAIS, INDÚSTRIA AUTOMÓVEL, PORTUGAL, MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMMUNICATION, CONSUMER BEHAVIOUR, TRADEMARKS, AUTOMOTIVE INDUSTRY