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Abstract(s)
Vivemos numa era sem precedentes. Num mundo tão globalizado e com economias cada vez mais abertas e liberais, as fronteiras já não individualizam os países como outrora e o processo de internacionalização está a tornar-se mais fácil e rápido para todas as organizações.
Com as viagens low-cost, muitos países recebem cada vez mais emigrantes e turistas anualmente, o que origina uma exposição constante ao outro e uma multiculturalidade de pessoas e de valores. Desta forma, as necessidades dos consumidores estão a tornar-se mais homogéneas. Contudo, as barreiras, tradições e preferências culturais ainda poderão ter um papel relevante nas decisões de compra dos consumidores.
A seguinte investigação inserida no Mestrado de Gestão de Marketing pretende auxiliar na compreensão de um dos principais dilemas de um marketeer de um restaurante fast-food no seu processo de expansão de mercado: quais são os elementos do marketing-mix que os consumidores preferem ver adaptados na indústria fast-food?
Com esta dissertação, pretendi descobrir quais são os 7Ps do marketing-mix que os consumidores portugueses preferem ver adaptados na indústria fast-food. A metodologia escolhida para esta investigação foi uma metodologia qualitativa, com recurso a entrevistas em profundidade, com o objetivo de obter respostas a um conjunto de questões com relevância no âmbito da internacionalização das marcas fast-food.
We live in an unprecedented era. In such a globalized world, with increasingly more open and liberal economies, borders no longer individualize countries as they once did and the process of internationalization is becoming easier and faster. With low-cost travel, many countries welcome more and more emigrants and tourists annually, which results in a constant exposure to what is different and a multiculturalism of people and values. This way, consumer needs are becoming more homogeneous. However, barriers such as traditions and preferences still exist and play a relevant role in the consumers' purchasing decisions. The following research in the Marketing Management master’s degree aims to contribute to the comprehension of one of the main fast food restaurant marketeer dillemas on their expansion process: which of the marketing-mix elements the portuguese consumers prefer to see adapted in the fast-food industry? With this dissertation, I intended to discover which of the marketing-mix 7PS does the portuguese consumers prefer to be adapted in the fast food industry. The methodology chosen for this investigation was a qualitative methodology, using in-depth interviews, to obtain feedback to a set of relevant questions in the fast food brand internationalization topic.
We live in an unprecedented era. In such a globalized world, with increasingly more open and liberal economies, borders no longer individualize countries as they once did and the process of internationalization is becoming easier and faster. With low-cost travel, many countries welcome more and more emigrants and tourists annually, which results in a constant exposure to what is different and a multiculturalism of people and values. This way, consumer needs are becoming more homogeneous. However, barriers such as traditions and preferences still exist and play a relevant role in the consumers' purchasing decisions. The following research in the Marketing Management master’s degree aims to contribute to the comprehension of one of the main fast food restaurant marketeer dillemas on their expansion process: which of the marketing-mix elements the portuguese consumers prefer to see adapted in the fast-food industry? With this dissertation, I intended to discover which of the marketing-mix 7PS does the portuguese consumers prefer to be adapted in the fast food industry. The methodology chosen for this investigation was a qualitative methodology, using in-depth interviews, to obtain feedback to a set of relevant questions in the fast food brand internationalization topic.
Description
Keywords
Fast-food Cultura Adaptação cultural Marketing Internacional Padronização e adaptação