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Personalização de embrulhos em e-commerce: preferências do consumidor e potencial de mercado
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O e-commerce consolidou-se como forma dominante de compra, impondo às empresas a necessidade de desenvolver propostas de valor que combinem eficiência logística e diferenciação na experiência de consumo. Esta dissertação analisa a disposição dos consumidores portugueses para pagar pela personalização de embrulhos no e-commerce, articulando duas dimensões principais: comportamento do consumidor e logística estratégica. A investigação recorreu a uma abordagem quantitativa baseada em questionário online, obtendo 126 respostas válidas. Os resultados revelam que a personalização é valorizada sobretudo em ocasiões simbólicas, como aniversários e datas festivas, e que a disposição para pagar está condicionada por limites de preço reduzidos, maioritariamente até 3 euros. Elementos afetivos, como mensagens personalizadas, emergem como os mais valorizados, seguidos pela sustentabilidade dos materiais, considerada importante por mais de metade dos inquiridos. A análise confirma que a personalização pode reforçar a perceção de valor da compra e a competitividade das marcas. O estudo contribui para a literatura sobre personalização e comportamento do consumidor, e sugere que a integração de soluções de baixo custo, afetivas e sustentáveis no fulfillment poderá constituir fator diferenciador no e-commerce português. As conclusões oferecem ainda pistas para investigações futuras e para a definição de estratégias empresariais adaptadas às especificidades do mercado nacional.
E-commerce has consolidated as a dominant form of shopping, requiring companies to develop value propositions that combine logistical efficiency with differentiation in the consumption experience. This dissertation analyzes the willingness of Portuguese consumers to pay for gift wrapping personalization in e-commerce, articulating two main dimensions: consumer behavior and strategic logistics. The research followed a quantitative approach based on an online questionnaire, collecting 126 valid responses. The results show that personalization is especially valued in symbolic occasions, such as birthdays and festive dates, and that willingness to pay is constrained by low price thresholds, mostly up to 3 euros. Affective elements, such as personalized messages, emerge as the most valued, followed by the sustainability of materials, considered important by more than half of respondents. The analysis confirms that personalization can enhance the perceived value of the purchase and the competitiveness of brands. The study contributes to the literature on personalization and consumer behavior and suggests that the integration of low-cost, affective, and sustainable solutions into fulfillment may constitute a differentiating factor in Portuguese e-commerce. The conclusions also provide insights for future research and for the definition of business strategies adapted to the specificities of the national market.
E-commerce has consolidated as a dominant form of shopping, requiring companies to develop value propositions that combine logistical efficiency with differentiation in the consumption experience. This dissertation analyzes the willingness of Portuguese consumers to pay for gift wrapping personalization in e-commerce, articulating two main dimensions: consumer behavior and strategic logistics. The research followed a quantitative approach based on an online questionnaire, collecting 126 valid responses. The results show that personalization is especially valued in symbolic occasions, such as birthdays and festive dates, and that willingness to pay is constrained by low price thresholds, mostly up to 3 euros. Affective elements, such as personalized messages, emerge as the most valued, followed by the sustainability of materials, considered important by more than half of respondents. The analysis confirms that personalization can enhance the perceived value of the purchase and the competitiveness of brands. The study contributes to the literature on personalization and consumer behavior and suggests that the integration of low-cost, affective, and sustainable solutions into fulfillment may constitute a differentiating factor in Portuguese e-commerce. The conclusions also provide insights for future research and for the definition of business strategies adapted to the specificities of the national market.
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Comportamento do consumidor E-commerce Personalização de embrulhos Satisfação do cliente Valor percebido Consumer behavior Gift wrapping Personalization Customer satisfaction Perceived value