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Publication
A utilização da APP como Estímulo de Consumo no McDonalds
| Name: | Description: | Size: | Format: | |
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| 1.91 MB | Adobe PDF |
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Abstract(s)
O aumento da utilização dos meios digitais por parte da população tem sido cada vez mais uma realidade. Muitas empresas apostam nas suas aplicações móveis, como forma de informar, publicitar, comprar ou até mesmo criar uma fidelização com o seu utilizador. Mas será que as empresas conseguem realmente satisfazer os seus utilizadores nas suas aplicações, aumentar a sua frequência de compra, ou o valor gasto em cada compra? O presente projeto teve como alvo de estudo a aplicação móvel do McDonald’s. Este tem como objetivo saber se esta aplicação satisfaz os seus utilizadores, e se aumenta o seu consumo no próprio restaurante ou McDrive (aumento da sua frequência de compra, ou do valor gasto em cada compra). Foram estudadas e avaliadas algumas variáveis ligadas à aplicação móvel do McDonald’s e realizou-se uma revisão da literatura, que teve como fontes artigos científicos, revistas, livros, entre outros. De seguida realizou-se um inquérito por questionário, com vista a responder às questões iniciais e concluir assim os objetivos deste projeto. O questionário avaliou todas as variáveis relacionadas com a aplicação móvel do McDonald’s (variáveis independentes), as variáveis dependentes e por último os dados sociodemográficos. A análise deste foi feita através da análise de variância multivariada (MANOVA), que permite perceber o impacto das variáveis independentes nas variáveis dependentes. Conclui-se que a aplicação do McDonald’s satisfaz os seus utilizadores em todas as variáveis estudadas e influência o seu comportamento de compra, mas nem todas elas fazem aumentar o consumo em número médio de compras por mês (frequência) ou em valor médio por compra por mês (euros). E também alguns dos fatores sociodemográficos têm impacto no comportamento de compra do utilizador com a aplicação móvel. Esta investigação tem um grande grau de importância para a marca, uma vez que esta poderá identificar aqui alguns dos seus pontos fracos, que pode melhorar ou até mesmo deixar de utilizar (na sua aplicação).
The increasing use of the digital media by the population has been a reality. Many companies bet on their mobile applications as a way to inform, advertise, buy or even create loyalty with their users. But can companies really satisfy their users in their applications, increase their purchase frequency, or the amount spent on each purchase? The mobile application of McDonald's is the target of this project. It aims to find out if McDonald's mobile application satisfies their users, and if it increases their consumption in the restaurant or McDrive (increase their purchase frequency, or the amount spent on each purchase). Some variables linked to McDonald's mobile application were studied and evaluated. A literature review was carried out using scientific articles, magazines, books, and other sources. Then a questionnaire survey was carried out, in order to answer the initial questions and thus conclude the objectives of this project. The questionnaire evaluated all the variables related to the McDonald's mobile application (independent variables), the dependent variables, and finally the sociodemographic data. This was analyzed using multivariate analysis of variance (MANOVA), which allows us to understand the impact of the independent variables on the dependent variables. It is concluded that the McDonald's app satisfies their users in all the variables studied and influences their buying behavior, but not all of them increase consumption in average number of purchases per month (frequency) or in average value per purchase per month (euros). And also some of the sociodemographic factors have an impact on the user's purchase behavior with the mobile application. This research has a great degree of importance for the brand, as it can identify here some of its weaknesses, which it can improve or even stop using (in its app).
The increasing use of the digital media by the population has been a reality. Many companies bet on their mobile applications as a way to inform, advertise, buy or even create loyalty with their users. But can companies really satisfy their users in their applications, increase their purchase frequency, or the amount spent on each purchase? The mobile application of McDonald's is the target of this project. It aims to find out if McDonald's mobile application satisfies their users, and if it increases their consumption in the restaurant or McDrive (increase their purchase frequency, or the amount spent on each purchase). Some variables linked to McDonald's mobile application were studied and evaluated. A literature review was carried out using scientific articles, magazines, books, and other sources. Then a questionnaire survey was carried out, in order to answer the initial questions and thus conclude the objectives of this project. The questionnaire evaluated all the variables related to the McDonald's mobile application (independent variables), the dependent variables, and finally the sociodemographic data. This was analyzed using multivariate analysis of variance (MANOVA), which allows us to understand the impact of the independent variables on the dependent variables. It is concluded that the McDonald's app satisfies their users in all the variables studied and influences their buying behavior, but not all of them increase consumption in average number of purchases per month (frequency) or in average value per purchase per month (euros). And also some of the sociodemographic factors have an impact on the user's purchase behavior with the mobile application. This research has a great degree of importance for the brand, as it can identify here some of its weaknesses, which it can improve or even stop using (in its app).
Description
Keywords
APP Aplicações móveis Intenção de compra Consumo Fast-food