Publication
Post pandemic marketing challenges and opportunities a case study of the brazilian brand: “Puket”
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Nogueira, Mafalda | |
| dc.contributor.author | Seller, Isadora Ananda | |
| dc.date.accessioned | 2024-07-26T10:55:31Z | |
| dc.date.available | 2024-07-26T10:55:31Z | |
| dc.date.issued | 2024-07-08 | |
| dc.description.abstract | Purpose: This study aims to explore the marketing challenges and opportunities within the Brazilian company "Puket", a retail brand specialized in clothing and accessories with the focus on children’s apparel, in the post-pandemic scenario. Specifically, it addresses shifts in consumer behaviour towards e-commerce, adaptations in marketing strategies, and the impact of omnichannel strategies on consumer satisfaction. Methodology: The research was conducted as a case study of Puket, employing both qualitative and quantitative techniques. Data collection involved semi-structured interviews with employees who daily manage the e-commerce platform to understand their perspectives on marketing adaptations, and a questionnaire/survey with the brand’s consumers to capture their views on the changes observed. Results and main conclusions: The findings indicate significant shifts in consumer behaviour towards online shopping since the pandemic, with increased emphasis on convenience and safety. Puket's marketing strategies have adapted by enhancing their digital presence and leveraging social media for engagement. The implementation of omnichannel strategies has been crucial in meeting consumer needs, providing a seamless shopping experience across various channels and platforms. However, the study also highlights areas for improvement, such as the need for more personalized marketing approaches and continuous innovation in e-commerce. Limitations: The results are specific to the context of Puket and the Brazilian market and may not be generalizable to other industries or regions. Additionally, the age range of participants in the interviews and surveys was somewhat narrow, which may limit the broadness of perspectives captured. Originality/Value: This study contributes to the existing literature by providing insights into the marketing dynamics of a Brazilian company in the post-pandemic era, focusing on e-commerce and omnichannel strategies. It offers practical recommendations for businesses aiming to enhance their digital marketing efforts and adapt to evolving consumer behaviours in a post-pandemic world. | pt_PT |
| dc.identifier.tid | 203662490 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10400.26/51386 | |
| dc.language.iso | eng | pt_PT |
| dc.subject | E-commerce | pt_PT |
| dc.subject | Consumer behaviour | pt_PT |
| dc.subject | Marketing strategies | pt_PT |
| dc.subject | Omnichannel | pt_PT |
| dc.subject | Post-pandemic | pt_PT |
| dc.subject | Brazilian market | pt_PT |
| dc.subject | Puket | pt_PT |
| dc.title | Post pandemic marketing challenges and opportunities a case study of the brazilian brand: “Puket” | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | closedAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.grantor | Instituto Português de Administração de Marketing | |
| thesis.degree.name | Mestrado em Marketing | pt_PT |