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Design experiencial e estratégias de publicidade da marca IQOS para a geração Z
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| 2.62 MB | Adobe PDF |
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Abstract(s)
No contexto atual, a Geração Z destaca-se pelo seu potencial enquanto grupo consumidor. Para além de refletirem tendências futuras, os seus comportamentos de consumo exercem um impacto significativo na influência dos hábitos dos seus pares. Neste sentido, este segmento assume-se como estratégico e altamente relevante para as empresas.
Este estudo analisa a influência do design experiencial e das estratégias publicitárias da marca IQOS na Geração Z, especificamente entre os 18 e os 29 anos, considerando que se trata de um produto associado ao tabaco aquecido.
A investigação procura analisar de que forma o design dos produtos e das campanhas publicitárias da marca IQOS responde às expectativas da Geração Z, considerando os princípios do design experiencial e o seu impacto na percepção e envolvimento dos consumidores com a marca.
Com base nas teorias de Jääskö et al.(2013), Jordan (2002), Norman (2004) e Schmitt (2000), esta dissertação procura responder à seguinte questão: Como é que os jovens da Geração Z estão a aderir à máquina IQOS, tendo em conta o design dos produtos e a sua publicidade?
A metodologia adotada combinou um inquérito por questionário aplicado a participantes pertencentes à Geração Z e uma observação direta realizada numa loja IQOS, resultando numa abordagem mista. Esta combinação metodológica permitiu analisar duas dimensões principais: (1) a perceção dos utilizadores relativamente ao design e às estratégias publicitárias da marca e (2) a organização visual e a estratégia de venda nas lojas IQOS.
O estudo demonstrou que o design da marca IQOS é percecionado de forma positiva pela Geração Z. No entanto, verificou-se que o principal fator de decisão de compra não é o design, mas sim as influências sociais, nomeadamente a recomendação de amigos e familiares.
Nowadays, Generation Z stands out for its potential as a consumer group. In addition to anticipating future trends, their consumption behaviors have a significant impact on shaping the habits of their peers. As such, this segment is considered strategic and highly relevant for businesses. This study analyses the influence of experiential design and the advertising strategies of the IQOS brand on Generation Z, specifically individuals aged 18 to 29, considering its association with heated tobacco products. The research aims to examine how the design of IQOS products and advertising campaigns meets the expectations of Generation Z, considering the principles of experiential design and its impact on consumer perception and engagement with the brand. Based on the theories of Jääskö et al. (2013), Jordan (2002), Norman (2004), and Schmitt (2000), this dissertation seeks to answer the following research question: How are young adults from Generation Z engaging with the IQOS device, considering its product design and advertising? The methodology employed combined a questionnaire survey conducted with Generation Z participants and direct observation in an IQOS store, resulting in a mixed-methods approach. This combination allowed for the analysis of two main dimensions: (1) users’ perceptions of the brand’s design and advertising strategies, and (2) the visual organization and sales strategy within IQOS retail spaces. The study demonstrated that the design of the IQOS brand is perceived positively by Generation Z. However, it was found that the primary factor influencing purchase decisions is not the design, but rather social influences, particularly recommendations from friends and family.
Nowadays, Generation Z stands out for its potential as a consumer group. In addition to anticipating future trends, their consumption behaviors have a significant impact on shaping the habits of their peers. As such, this segment is considered strategic and highly relevant for businesses. This study analyses the influence of experiential design and the advertising strategies of the IQOS brand on Generation Z, specifically individuals aged 18 to 29, considering its association with heated tobacco products. The research aims to examine how the design of IQOS products and advertising campaigns meets the expectations of Generation Z, considering the principles of experiential design and its impact on consumer perception and engagement with the brand. Based on the theories of Jääskö et al. (2013), Jordan (2002), Norman (2004), and Schmitt (2000), this dissertation seeks to answer the following research question: How are young adults from Generation Z engaging with the IQOS device, considering its product design and advertising? The methodology employed combined a questionnaire survey conducted with Generation Z participants and direct observation in an IQOS store, resulting in a mixed-methods approach. This combination allowed for the analysis of two main dimensions: (1) users’ perceptions of the brand’s design and advertising strategies, and (2) the visual organization and sales strategy within IQOS retail spaces. The study demonstrated that the design of the IQOS brand is perceived positively by Generation Z. However, it was found that the primary factor influencing purchase decisions is not the design, but rather social influences, particularly recommendations from friends and family.
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Keywords
Design experiencial Publicidade Geração Z IQOS