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Authors
Advisor(s)
Abstract(s)
O setor alimentar, mais concretamente o setor da restauração é um setor em constante mudança. Ao mesmo tempo, apresenta uma concorrência extrema e bastante significativa.
Assim sendo, o aparecimento de novos conceitos ou de modernizações de conceitos antigos é algo recorrente e muito comum. Neste estudo abordamos um destes conceitos, fast-food gourmet, mais especificamente, hamburguerias gourmets, que têm vindo a ganhar cada vez mais força e importância na mente do consumidor.
Nesta investigação, analisaram-se alguns aspetos do comportamento do consumidor no que diz respeito aos fatores de sucesso que influenciem a decisão de compra do consumidor aquando a escolha de um restaurante de hamburgueria gourmet.
Em termos de método optou-se pelo estudo quantitativo, sendo o instrumento de recolha de dados um questionário que foi publicado via online a uma amostra de conveniência. Os fatores mencionados nesta investigação apresentam valores de importância para o consumidor, sendo que alguns apresentam um grau de importância e relevância um pouco superior a outros. Então, estando de acordo com o que foi identificado na literatura existente, estes fatores são relevantes e importantes para o consumidor e para a longevidade e sucesso dos restaurantes com qualquer conceito.
ABSTRACT: The food sector, in particular the catering sector, is a constantly changing sector. At the same time, it presents extreme and quite significant competition. Thus, the appearance of new concepts or modernizations of old concepts is something recurrent and very common. In this study we address one of these concepts, gourmet fast food, more specifically, gourmet hamburger restaurants, which have been gaining more and more strength and importance in the mind of the consumer. In this investigation, we analyzed some aspects of consumer behavior with regard to success factors that influence consumer buying decision when choosing a gourmet hamburger restaurant. This study is a quantitative study, the data collection instrument being a questionnaire that was published via online to a convenience sample. The results indicated that the factors mentioned in this research present values of importance for the consumer, some of which have a degree of importance and relevance that are slightly higher than others. Being in tune with what has been identified in the existing literature, these factors are relevant and important to the consumer and to the longevity and success of restaurants with any concept.
ABSTRACT: The food sector, in particular the catering sector, is a constantly changing sector. At the same time, it presents extreme and quite significant competition. Thus, the appearance of new concepts or modernizations of old concepts is something recurrent and very common. In this study we address one of these concepts, gourmet fast food, more specifically, gourmet hamburger restaurants, which have been gaining more and more strength and importance in the mind of the consumer. In this investigation, we analyzed some aspects of consumer behavior with regard to success factors that influence consumer buying decision when choosing a gourmet hamburger restaurant. This study is a quantitative study, the data collection instrument being a questionnaire that was published via online to a convenience sample. The results indicated that the factors mentioned in this research present values of importance for the consumer, some of which have a degree of importance and relevance that are slightly higher than others. Being in tune with what has been identified in the existing literature, these factors are relevant and important to the consumer and to the longevity and success of restaurants with any concept.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Marketing Comportamento do consumidor Decisão de compra Influenciadores de compra Satisfação dos consumidores Confiança Fidelização de clientes Preços Inovação Qualidade Fast food gourmet Hamburguerias gourmet Word-of-Mouth Consumer behavior Buying decision Buying influencers Consumer satisfaction Trust Customer loyalty Pricing Innovation Quality
Citation
Lemos, C.A. (2018). Determinantes que influenciam a decisão do consumidor aquando da escolha de um restaurante: o caso das Hamburguerias Gourmet. Dissertação de mestrado. IPL, Escola Superior de Comunicação Social, Lisboa, Portugal.
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social