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Os olhos também comem?
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Abstract(s)
Este estudo enquadrou-se na área do marketing, mais concretamente, do marketing digital, e teve como tema os efeitos dos diferentes estímulos ao appetite appeal em redes sociais. Abordou conceitos como o comportamento do consumidor em produtos de pastelaria, como funciona este mercado em Portugal, a escolha do consumidor e ainda a comunicação e marketing aplicada aos alimentos. O objetivo principal era perceber de que forma o appetite appeal, em produtos de pastelaria, pode contribuir para melhorar a forma como as empresas apresentam os seus produtos nas redes sociais.
A fim de perceber o processo de tomada de decisão que o consumidor faz nas redes sociais, no que diz respeito a produtos de pastelaria, foi tido como referência a rede social Facebook e ainda a empresa Açúcar da Silvana, a qual produz produtos de pastelaria e promove-os por esta rede social. Foi adotada uma metodologia qualitativa, que assentou na realização de 12 entrevistas semiestruturadas, a utilizadores desta rede social, de ambos os sexos, e com idades compreendidas entre os 18 e os 54 anos. Os dados foram organizados e analisados com a ajuda do software de análise qualitativa, o webQDA.
Segundo os dados obtidos, verifica-se que, na apresentação de uma publicação de um prato/bolo, existem diferenças exigidas por parte do consumidor, nomeadamente, para publicações de empresas, destaque para os ingredientes visíveis e para a decoração/empratamento, já para as publicações dos amigos destaca-se o aspeto do bolo, alguma ação que se desenrole na foto ou que provoque à ação. Verifica-se também que as características de mais interesse nas publicações são falar do bolo, a decoração/ empratamento e o bom aspeto. Já as menos interessantes são ser demasiado pessoais, o gosto pessoal pelo bolo, quando falam de gordura ou quando a decoração/empratamento são desinteressantes. Por último, verifica-se que as características que mais levam à recordação são a decoração do bolo, o tipo de bolo apresentado e quem o partilhou.
Abstract This investigation project fits in the extent of marketing, specifically of digital marketing, and had as a theme the effects of different stimulus to the appetite appeal on social networks. Discussed concepts such as consumer behavior in pastry products, how this market work in Portugal, consumer choice and also the communication and marketing applied to food. The main objective was to understand how the appetite appeal, in bakery products, can help to improve the way how companies present their products on social networks. In order to understand the decision-making process that the consumer makes on social networks, with regard to bakery products, has been taken as a reference the social network Facebook and also the Açúcar da Silvana company, which produces bakery products and promotes them by this social network. Was adopted a qualitative methodology, which was based on the conducting of 12 semi-structured interviews, in users of this social network, of both sexes and aged between 18 and 54. The collected data was organized and analyzed with the help of qualitative analysis software, webQDA. According to the data obtained, it appears that, in the presentation of a publication of a plate / cake, there are differences required by the consumer, to company publications, highlighting the visible and ingredients for decoration / plating, as for friends publications stands out the cake aspect, some action to take place in the picture or to cause action. It is also verified that the characteristics of more interest in the publications are talking about the cake, decoration and plating and good aspect. Have the least interesting are being too personal, personal taste for cake, when they speak of fat or when the decor and plating are uninteresting. Finally, it appears that the characteristics that lead to more memory are cake decorating, the type of cake presented and who shared.
Abstract This investigation project fits in the extent of marketing, specifically of digital marketing, and had as a theme the effects of different stimulus to the appetite appeal on social networks. Discussed concepts such as consumer behavior in pastry products, how this market work in Portugal, consumer choice and also the communication and marketing applied to food. The main objective was to understand how the appetite appeal, in bakery products, can help to improve the way how companies present their products on social networks. In order to understand the decision-making process that the consumer makes on social networks, with regard to bakery products, has been taken as a reference the social network Facebook and also the Açúcar da Silvana company, which produces bakery products and promotes them by this social network. Was adopted a qualitative methodology, which was based on the conducting of 12 semi-structured interviews, in users of this social network, of both sexes and aged between 18 and 54. The collected data was organized and analyzed with the help of qualitative analysis software, webQDA. According to the data obtained, it appears that, in the presentation of a publication of a plate / cake, there are differences required by the consumer, to company publications, highlighting the visible and ingredients for decoration / plating, as for friends publications stands out the cake aspect, some action to take place in the picture or to cause action. It is also verified that the characteristics of more interest in the publications are talking about the cake, decoration and plating and good aspect. Have the least interesting are being too personal, personal taste for cake, when they speak of fat or when the decor and plating are uninteresting. Finally, it appears that the characteristics that lead to more memory are cake decorating, the type of cake presented and who shared.
Description
Keywords
Appetite Appeal Facebook Pastelaria webQDA
Citation
Publisher
Universidade Europeia - Laureate International Universities