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Determinantes da lealdade dos consumidores à marca Sumol
| Summary: | Brands have been gaining relevance in the marketing domain, which is a variable that many companies do not master, do not study, do not realize how much a brand is worth, how we really feel when we interact with a brand and, above all, understand how this will influence the purchase decision of our consumers and potencial consumers. For this propose, the Sumol brand was chosen. In Portugal most of the studies that address this topic are focused, essentially on studying only its products, and forgetting the most important part, as they are its consumers. It is important to understand how they remain loyal and what consumers like most about the brand in question. To develop the study, a model was used, which is the 5 dimensions of brand personality for Aaker ( 1997 ) Regarding to the methodology used in this work, we used the quantitative method and its data collection technique was the questionnaire that obtained a sample of 165 respondents. The questionnaire was published online, through the use of “ Google Docs “ questionnaire creation tool. The results obtained show that the characteristicsthat Sumol brand consumers appreciate increasingly more are: the importance of following up with your customer over time and that I can continue to innovate over time to keep and capture the attention of new consumers. |
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| Subject: | MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE TRADEMARKS MARKETING CONSUMIDORES CONSUMERS CASE STUDIES MARCAS COMERCIAIS COMMUNICATION ESTUDOS DE CASO COMUNICAÇÃO |
| Year: | 2022 |
| Country: | Portugal |
| Document type: | master thesis |
| Access type: | Open |
| Associated institution: | ReCiL - Repositório Científico Lusófona |
| Language: | Portuguese |
| Origin: | ReCiL - Repositório Científico Lusófona |
| Summary: | Brands have been gaining relevance in the marketing domain, which is a variable that many companies do not master, do not study, do not realize how much a brand is worth, how we really feel when we interact with a brand and, above all, understand how this will influence the purchase decision of our consumers and potencial consumers. For this propose, the Sumol brand was chosen. In Portugal most of the studies that address this topic are focused, essentially on studying only its products, and forgetting the most important part, as they are its consumers. It is important to understand how they remain loyal and what consumers like most about the brand in question. To develop the study, a model was used, which is the 5 dimensions of brand personality for Aaker ( 1997 ) Regarding to the methodology used in this work, we used the quantitative method and its data collection technique was the questionnaire that obtained a sample of 165 respondents. The questionnaire was published online, through the use of “ Google Docs “ questionnaire creation tool. The results obtained show that the characteristicsthat Sumol brand consumers appreciate increasingly more are: the importance of following up with your customer over time and that I can continue to innovate over time to keep and capture the attention of new consumers. |
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