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Publication
O impacto que o packaging e a cor têm na perceção do consumidor: produtos orgânicos
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.78 MB | Adobe PDF |
Advisor(s)
Abstract(s)
O Marketing tem evoluído ao longo dos séculos, e tem se adaptado para dar a melhor experiência ao consumidor. A nível sensorial também é visível uma evolução. A experiência que o cliente tem durante a compra pode afetar o comportamento e a perceção do mesmo. As marcas têm novos métodos para conseguir impactar o cliente, da forma desejada, sendo a experiência determinante para que o consumidor entenda os atributos de um determinado packaging. A combinação dos sentidos é cada vez mais importante para que o cliente consiga identificar, uma marca, produto ou experiência. O packaging é um meio para que os produtos se conectem com os consumidores, sendo um instrumento essencial para ser diferenciador e comunicar de forma eficaz com os clientes. O consumo por produtos orgânicos tem aumentado, porque os consumidores têm mais preocupação coma saúde, e com a qualidade dos produtos que ingerem.
A metodologia utilizada foi um questionário online, abordagem quantitativa, onde foi possível analisar a atratividade, produto amigo do ambiente e a intenção de compra dos produtos orgânicos. Para realizar este estudo foram feitos dois formulários, um para o mercado português e outro para o mercado espanhol, para avaliar se existia ligação dos resultados comparando países distintos (N=363). Para a recolha de dados, foram utilizadas três embalagens de sumos orgânicos. Os resultados demonstram que a atratividade, intenção de compra e perceção de produto amigo do ambiente não é afetada.
Marketing has evolved over the centuries, and has adapted to give the best experience to the consumer. At the sensory level, an evolution is also visible. The experience that the customer has during the purchase can affect his behavior and perception. Brands have new methods to impact the customer in the desired way, and the experience is the determining factor for the consumer to understand the attributes of a certain packaging. The combination of senses is increasingly important for the customer to be able to identify a brand, product or experience. Packaging is a means for products to connect with consumers, and is an essential tool for differentiation and effective communication with customers. The consumption of organic products has increased because consumers are more concerned about health and the quality of the products they eat. The methodology used was an online questionnaire, quantitative approach, where it was possible to analyze the attractiveness, environmentally friendly product, and purchase intention of organic products. To carry out this study two forms were made, one for the Portuguese market and another for the Spanish market, to evaluate if there was a connection of the results comparing different countries (N=363). Three packages of organic juices were used for data collection. The results show that the attractiveness, purchase intention and perception of environmentally friendly product is not affected.
Marketing has evolved over the centuries, and has adapted to give the best experience to the consumer. At the sensory level, an evolution is also visible. The experience that the customer has during the purchase can affect his behavior and perception. Brands have new methods to impact the customer in the desired way, and the experience is the determining factor for the consumer to understand the attributes of a certain packaging. The combination of senses is increasingly important for the customer to be able to identify a brand, product or experience. Packaging is a means for products to connect with consumers, and is an essential tool for differentiation and effective communication with customers. The consumption of organic products has increased because consumers are more concerned about health and the quality of the products they eat. The methodology used was an online questionnaire, quantitative approach, where it was possible to analyze the attractiveness, environmentally friendly product, and purchase intention of organic products. To carry out this study two forms were made, one for the Portuguese market and another for the Spanish market, to evaluate if there was a connection of the results comparing different countries (N=363). Three packages of organic juices were used for data collection. The results show that the attractiveness, purchase intention and perception of environmentally friendly product is not affected.
Description
Keywords
Marketing Sensorial Produtos orgânicos Packaging Cor