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Authors
Advisor(s)
Abstract(s)
O Azeite tem-se adaptado às necessidades da evolução da sociedade. Foi luz, foi sabão, foi perfume e era, nessa altura, uma fonte de riqueza e de poder. Há, no entanto, funções que não sofreram alterações. Continua a ser consumido e utilizado para cozinhar.
Frequentemente referido no passado como “Ouro Líquido” e “o grande curador”, achámos que o papel atual do azeite estava a perder o brilho de outros tempos. Sendo Portugal um país com tradição na produção e consumo de azeite, fazia sentido fazer um estudo descritivo dos fatores que influenciam a compra deste produto.
A análise dos resultados do estudo permitiu confirmar as hipóteses de que o grau de acidez, benefícios para a saúde, conhecimento da categoria, preço e certificação DOP influenciam a decisão de compra, não tendo sido confirmado as hipóteses relacionadas com a marca e rótulo como fatores influenciadores.
ABSTRACT : Olive Oil has adapted to the needs of the evolution of society. It was light, it was soap, it was perfume and was at that time, a source of wealth and power. There are, however, functions that have not changed. It continues to be consumed and used for cooking. Often referred to in the past as "Liquid Gold" and "the great curator", we thought that the current role of olive oil was losing the brightness of other times. Since Portugal has been a country with a tradition in olive oil production and consumption, it made sense to make a descriptive study of the factors that influence the purchase of this product. The analysis of the results of the study confirmed the hypothesis that the degree of acidity, health benefits, knowledge of the category, price and protected designations of origin (PDO) certification influence the purchase decision, and that the hypotheses related to the brand and label were not confirmed as influencing factors.
ABSTRACT : Olive Oil has adapted to the needs of the evolution of society. It was light, it was soap, it was perfume and was at that time, a source of wealth and power. There are, however, functions that have not changed. It continues to be consumed and used for cooking. Often referred to in the past as "Liquid Gold" and "the great curator", we thought that the current role of olive oil was losing the brightness of other times. Since Portugal has been a country with a tradition in olive oil production and consumption, it made sense to make a descriptive study of the factors that influence the purchase of this product. The analysis of the results of the study confirmed the hypothesis that the degree of acidity, health benefits, knowledge of the category, price and protected designations of origin (PDO) certification influence the purchase decision, and that the hypotheses related to the brand and label were not confirmed as influencing factors.
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
Consumo Mercado do azeite Decisão de compra Rótulo e informação nutricional Estímulos sensoriais - cor e sabor Notoriedade da marca País de origem Certificação DOP Consumption Olive oil market Purchase decision Label and nutritional information Sensory stimuli - color and flavor Brand notoriety Country of origin DOP certification
Citation
Pedro, H. (2019). Fatores que influenciam a decisão de compra de azeite. (Dissertação de mestrado em Publicidade e Marketing não publicada, Escola Superior de Comunicação Social-IPL, Lisboa, Portugal). Disponível no Repositório Científico do IPL http://hdl.handle.net/10400.21/11502 [Acedido em abril 23, 2020].
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social