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Advisor(s)
Abstract(s)
Com as redes sociais, o conceito de lifestyle entrou em definitivo nas nossas vidas.
Numa tradução direta, lifestyle remete-nos para “estilo de vida”, uma expressão que nos indica
como a pessoa vive, o que gosta, o que compra, como se comporta. As marcas, como olheiros
atentos ao que se passa em “campo” e estando sempre à procura da nova oportunidade de
negócio, também quiseram fazer parte da “fotografia”, vendendo os seus produtos como uma
parte integrante de um certo “lifestyle.”
Se esta aceção é facilmente apreendida quando se fala de marcas de luxo ou
aspiracionais, quando se pensa no universo das marcas de retalho alimentar a relação entre
marca e lifestyle já se torna menos clara e óbvia. Mas, numa altura em que as marcas não só
querem chegar aos seus consumidores como querem ser “seguidas” por eles, apostando em
relações mais emotivas e identitárias, torna-se pertinente pensar de que forma organizações que
vendem carne, peixe, produtos de higiene, roupa e decoração podem trabalhar o conceito de
lifestyle.
Numa época em que os estudos psicográficos sobre os estilos de vida dos consumidores
já deixaram de estar em voga e que são caracterizados como, assumidamente, redutores, será
que faz sentido encontrar novas formas de “conhecer” o consumidor? Será que trabalhar o
“lifestyle” pode diferenciar um grande player na área da distribuição? Ou pode influenciar a
forma como uma organização desenvolve a sua marca própria, organiza as suas lojas, estabelece
a sua política de preços e promoções, intervém na área da responsabilidade social e comunica
com os seus consumidores? Será que marcas que “vendem tudo” o que uma pessoa solteira,
uma família de sete ou de duas pessoas precisam para a sua jornada diária deve ignorar um
conceito que pode “mediar” a sua relação com o consumidor, numa área em que o target é
pouco segmentado, volátil e pouco exclusivo? Não só faz sentido e é pertinente, como pode ser
um fator determinante na diferenciação da marca e na sua relação com o consumidor, como o
Continente, a Auchan, o Lidl e peritos na área da comunicação e publicidade explicam nesta
dissertação.
ABSTRACT: With social media, the concept of lifestyle has definitively entered our lives. In a direct translation, lifestyle refers to “the way of living”, an expression that tells us how someone live, what they like, what they buy, how they behave. Brands, as attentive scouts to what is happening in the field and always looking for new business opportunity, also wanted to take place in this new picture by selling their products as an integral part of a certain "lifestyle.” If this meaning is easily understood when we are talking about luxury or aspirational brands, when we think about the universe of food retail brands the relationship between brand, consumer and lifestyle becomes less clear and obvious. But, in a time when brands not only want to reach their consumers, but they want to be followed by them by betting on more emotional and identity relationships, it becomes relevant to think how organizations that sell meat, fish, personal care products, clothes and decoration items can work the concept of lifestyle in its identity dimension. In an era when psychographic studies on consumers' lifestyles are no longer in vogue and are admittedly characterized as reductive, does it make sense to find new ways of “knowing” the consumer? Is it possible that by basing its identity on the idea of “lifestyle”, a major player in the distribution area can differentiate itself? Or can influence the way the brand develops its own brand products, organizes its stores, establishes its price and promotion policy, and the way it thinks and intervenes in the area of social responsibility and communicate with their consumers? Should brands that sell everything that a single person, a family of seven or two people need for their daily journey, ignore a concept that can "mediate" its relationship with the consumer, in an area where the target is poorly segmented, volatile and little exclusive? Not only does it make sense and is pertinent, it can also be a key factor in the brand identity and differentiation, as Continente, Auchan, Lidl and experts in the field of communication and advertising will explain in this thesis.
ABSTRACT: With social media, the concept of lifestyle has definitively entered our lives. In a direct translation, lifestyle refers to “the way of living”, an expression that tells us how someone live, what they like, what they buy, how they behave. Brands, as attentive scouts to what is happening in the field and always looking for new business opportunity, also wanted to take place in this new picture by selling their products as an integral part of a certain "lifestyle.” If this meaning is easily understood when we are talking about luxury or aspirational brands, when we think about the universe of food retail brands the relationship between brand, consumer and lifestyle becomes less clear and obvious. But, in a time when brands not only want to reach their consumers, but they want to be followed by them by betting on more emotional and identity relationships, it becomes relevant to think how organizations that sell meat, fish, personal care products, clothes and decoration items can work the concept of lifestyle in its identity dimension. In an era when psychographic studies on consumers' lifestyles are no longer in vogue and are admittedly characterized as reductive, does it make sense to find new ways of “knowing” the consumer? Is it possible that by basing its identity on the idea of “lifestyle”, a major player in the distribution area can differentiate itself? Or can influence the way the brand develops its own brand products, organizes its stores, establishes its price and promotion policy, and the way it thinks and intervenes in the area of social responsibility and communicate with their consumers? Should brands that sell everything that a single person, a family of seven or two people need for their daily journey, ignore a concept that can "mediate" its relationship with the consumer, in an area where the target is poorly segmented, volatile and little exclusive? Not only does it make sense and is pertinent, it can also be a key factor in the brand identity and differentiation, as Continente, Auchan, Lidl and experts in the field of communication and advertising will explain in this thesis.
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
Lifestyle Retalho alimentar Identidade da marca Diferenciação Consumidor Food retail Brand identity Differentiation Communication
Pedagogical Context
Citation
Mesquita, M.A.S. (2021). Lifestyle no retalho alimentar: Uma abordagem ao conceito de lifestyle e a sua relação com a marca. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/13643
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social