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Authors
Abstract(s)
O café é uma das bebidas preferidas dos portugueses. Desde o ano 2010
que assistimos a uma tendência de crescimento no consumo de café no lar,
nomeadamente desde o aparecimento de uma maior variedade de máquinas de
café em cápsula.
A presente dissertação procurou compreender “que aspetos valoriza o
comprador de máquina de café em cápsula maior de 18 anos, da cidade de Lisboa,
na sua compra?”. As respostas obtidas com este trabalho vão permitir aos
profissionais de marketing das empresas comercializadoras das máquinas de café
em cápsula conhecer o seu comprador e definir novas estratégias que contribuirão
para o sucesso deste produto.
Recorrendo a uma abordagem metodológica quantitativa, foi realizado um
inquérito por questionário a possuidores de máquina de café em cápsula. Esta
investigação aborda o comportamento de compra deste eletrodoméstico, incidindo
sobre alguns dos aspetos que influenciam uma atitude favorável na sua compra.
ABSTRACT: Coffee is one of the Portuguese favorite drinks. Since 2010 we have witnessed a growing trend in home coffee consumption, particularly since the emergence of a wider range of capsule coffee machines. This dissertation aimed to understand "what aspects values the buyer of capsule coffee machine over 18 years, from the Lisbon city, in your purchase?". The responses obtained from this work will allow marketers from capsule coffee machines companies’ cognize the buyer and define new strategies that will contribute to the product success. Using a quantitative approach, was made a survey of owners of capsule coffee machines. This research addresses the buying behavior of this appliance, focusing on some of the aspects that influence a favorable attitude on the purchase.
ABSTRACT: Coffee is one of the Portuguese favorite drinks. Since 2010 we have witnessed a growing trend in home coffee consumption, particularly since the emergence of a wider range of capsule coffee machines. This dissertation aimed to understand "what aspects values the buyer of capsule coffee machine over 18 years, from the Lisbon city, in your purchase?". The responses obtained from this work will allow marketers from capsule coffee machines companies’ cognize the buyer and define new strategies that will contribute to the product success. Using a quantitative approach, was made a survey of owners of capsule coffee machines. This research addresses the buying behavior of this appliance, focusing on some of the aspects that influence a favorable attitude on the purchase.
Description
Keywords
Marketing Atitudes Comportamento do comprador Consumidores de café (cápsulas) Máquina de café (cápsulas) Marketing Attitudes Buyer behavior Consumers coffee capsules Coffee capsules machine