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Determinantes da satisfação das consumidoras plus size: o impacto do produto, da loja, da marca e da cultura
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A presente dissertação de mestrado visa apurar e estudar os fatores que
influenciam a satisfação da consumidora plus size, designadamente relacionados ao
produto, à marca e ao estabelecimento de venda física, percecionando aspetos
psicológicos e culturais a que a consumidora é submetida.
A diversidade de corpos é um tema cada vez mais abordado e defendido pela
sociedade em que estamos inseridos. No entanto, contrariamente a esse valor, muitas
marcas do setor têxtil optam por não produzir peças de tamanho plus size.
A incapacidade em satisfazer as necessidades e desejos provoca uma
insatisfação ao consumidor, afetando características pessoais como a construção de
identidade, autoestima e autoexpressão.
Deste modo, o presente trabalho pretende discutir e testar a influência de
determinados fatores na satisfação do consumidor plus size, permitindo a aquisição de
novas informações relativamente aos determinantes que influenciam a intenção de
compra. Além de contribuir para compreensão mais aprofundada do mercado plus size,
a presente investigação visa ampliar o conhecimento específico existente sobre esta
temática.
Relativamente à área do Marketing e Comunicação, a presente investigação
visa, ainda, aprofundar conceitos como o marketing relacional, marketing experiencial,
a comunicação selecionada por parte das marcas e a influência da perceção e imagem
pessoal e cultural, sob o ponto de vista empírico, reunindo informação e resultados úteis
acerca do mesmo.
Para obter respostas ao problema acima mencionado, delineou-se um modelo
de investigação. O estudo recorreu a uma abordagem quantitativa por via de um estudo
transversal (cross-sectional), tendo por base um questionário online direcionado a um
público-alvo em específico: mulheres plus size. A amostra foi composta por 51 pessoas.
Os resultados concluíram que a satisfação das consumidoras plus size, no setor do
vestuário, não depende apenas do produto em si, mas de um conjunto integrado de
fatores, como a experiência de compra, a estratégia de comunicação das marcas e a
valorização simbólica e intrínseca da moda.
This master’s dissertation seeks to examine and analyze the factors that influence the satisfaction of the plus size consumer, particularly those associated with the product, the brand, and the physical retail environment, while also taking into account the psychological and cultural dimensions to which the consumer is exposed. The diversity of body types is a topic that is increasingly addressed and advocated within contemporary society. However, contrary to this value, many brands in the textile sector choose not to produce plus size garments. The inability to meet these emerging needs and desires generates consumer dissatisfaction, affecting personal characteristics such as identity construction, selfesteem, and self-expression. Thus, the present study aims to examine and test the influence of certain factors on plus-size consumer satisfaction, enabling the generation of new insights into the determinants that affect purchase intention. In addition to contributing to a more in-depth understanding of the plus-size market, this research seeks to expand the existing body of specific knowledge on this topic. Within the field of Marketing and Communication, this research also seeks to deepen concepts such as relationship marketing, experiential marketing, the communication strategies adopted by brands, and the influence of personal and cultural perception and image, from an empirical perspective, while gathering relevant information and results on the matter. To address the aforementioned problem, a research model was developed. The study adopted a quantitative approach through a cross-sectional design, based on an online questionnaire targeted at a specific audience: plus-size women. The sample consisted of 51 participants. The results revealed that the satisfaction of plus-size female consumers in the apparel sector depends not only on the product itself but also on an integrated set of factors, such as the shopping experience, the brands’ communication strategies, and the symbolic and intrinsic appreciation of fashion.
This master’s dissertation seeks to examine and analyze the factors that influence the satisfaction of the plus size consumer, particularly those associated with the product, the brand, and the physical retail environment, while also taking into account the psychological and cultural dimensions to which the consumer is exposed. The diversity of body types is a topic that is increasingly addressed and advocated within contemporary society. However, contrary to this value, many brands in the textile sector choose not to produce plus size garments. The inability to meet these emerging needs and desires generates consumer dissatisfaction, affecting personal characteristics such as identity construction, selfesteem, and self-expression. Thus, the present study aims to examine and test the influence of certain factors on plus-size consumer satisfaction, enabling the generation of new insights into the determinants that affect purchase intention. In addition to contributing to a more in-depth understanding of the plus-size market, this research seeks to expand the existing body of specific knowledge on this topic. Within the field of Marketing and Communication, this research also seeks to deepen concepts such as relationship marketing, experiential marketing, the communication strategies adopted by brands, and the influence of personal and cultural perception and image, from an empirical perspective, while gathering relevant information and results on the matter. To address the aforementioned problem, a research model was developed. The study adopted a quantitative approach through a cross-sectional design, based on an online questionnaire targeted at a specific audience: plus-size women. The sample consisted of 51 participants. The results revealed that the satisfaction of plus-size female consumers in the apparel sector depends not only on the product itself but also on an integrated set of factors, such as the shopping experience, the brands’ communication strategies, and the symbolic and intrinsic appreciation of fashion.
Descrição
Palavras-chave
Satisfação do Consumidor Vestuário plus size Influência Inclusão Diversidade Consumer Satisfaction Plus-Size Clothing Influence Inclusion Diversity