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Caracterização do público num evento de moda, tendo em consideração a definição de personas e as suas motivações
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Abstract(s)
No âmbito do mestrado de Direção Comercial e Marketing, do Instituto Superior de Administração e Gestão (ISAG- European Business School), a presente dissertação aborda sobre as estratégias de comunicação presentes em eventos de moda como o Portugal Fashion, tendo em consideração a construção dos perfis dos seus visitantes (personas) e a sua experiência e motivações com o evento.
Após uma abordagem teórica do enquadramento de eventos de moda, estratégias de marketing como a comunicação, experiência do consumidor e o seu público-alvo, recorreu-se à metodologia quantitativa, através da implementação de um inquérito por questionário, com o principal objetivo de estudar as suas personas e a sua experiência com o evento. Após a implementação das técnicas de recolha de dados, os resultados obtidos são analisados e discutidos, concluindo que é possível identificar quatro tipos de personas, entre os quais, Enthusiastic, Fashion Observer, Fashion Outsider, Disconnected, na qual, destacadamente o perfil Enthusiastic revelou maior envolvência, significância e impacto. Conclui-se com estratégias de comunicação assertivas e orientadas confome as caracterÍsticas das personas.
É importante destacar que atualmente, encontramo-nos num país mais desenvolvido, onde o contexto cultural tem vindo a ser valorizado e com mercados altamente competitivos. Nesse sentido é muito importante às organizações se adaptarem constantemente às mudanças do mercado tendo sempre por base aquilo que são as necessidades/expectativas dos seus consumidores através de uma comunicação assertiva e orientada.
As part of the Commercial Management and Marketing master's programme at the Instituto Superior de Administração e Gestão (ISAG - European Business School), this dissertation looks at the communication strategies present at fashion events such as Portugal Fashion, taking into account the construction of visitor profiles (personas) and their experience and motivations with the event. After a theoretical approach to the framework of fashion events, marketing strategies such as communication, consumer experience and the target audience, a quantitative methodology was used to implement a questionnaire survey, with the main aim of studying their personas and their experience of the event. After implementing the data collection techniques, the results obtained are analysed and discussed, concluding that it is possible to identify four types of personas, including Enthusiastic, Fashion Observer, Fashion Outsider and Disconnected, in which the Enthusiastic profile revealed greater involvement, significance and impact. It concludes with assertive communication strategies geared to the characteristics of the personas It is important to emphasise that we are currently in a more developed country, where the cultural context has been valued and with highly competitive markets. In this sense, it is very important for organisations to constantly adapt to market changes based on the needs/expectations of their consumers through assertive and targeted communication.
As part of the Commercial Management and Marketing master's programme at the Instituto Superior de Administração e Gestão (ISAG - European Business School), this dissertation looks at the communication strategies present at fashion events such as Portugal Fashion, taking into account the construction of visitor profiles (personas) and their experience and motivations with the event. After a theoretical approach to the framework of fashion events, marketing strategies such as communication, consumer experience and the target audience, a quantitative methodology was used to implement a questionnaire survey, with the main aim of studying their personas and their experience of the event. After implementing the data collection techniques, the results obtained are analysed and discussed, concluding that it is possible to identify four types of personas, including Enthusiastic, Fashion Observer, Fashion Outsider and Disconnected, in which the Enthusiastic profile revealed greater involvement, significance and impact. It concludes with assertive communication strategies geared to the characteristics of the personas It is important to emphasise that we are currently in a more developed country, where the cultural context has been valued and with highly competitive markets. In this sense, it is very important for organisations to constantly adapt to market changes based on the needs/expectations of their consumers through assertive and targeted communication.
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Keywords
Estratégias de Marketing Comunicação Portugal Fashion Público-Alvo Experiência do consumidor