Utilize este identificador para referenciar este registo: http://hdl.handle.net/10400.5/8474
Título: A qualidade das padarias gourmet e a sua estratégia de marketing na definição do perfil do consumidor
Autor: Silva, Helena Isabel Dias
Orientador: Noéme, Carlos José de Almeida
Pereira, Mara Raquel Lino
Palavras-chave: gourmet bakeries
gourmet products
consumer behaviour
consumer profile
marketing strategy
questionnaire
Data de Defesa: 2014
Editora: ISA/UL
Citação: Silva, H.I.D. - A qualidade das padarias gourmet e a sua estratégia de marketing na definição do perfil do consumidor. Lisboa: ISA, 2014, 106 p.
Resumo: The gourmet bakeries are establishments with sophisticated design, high and diverse range of products and refined service. The object of this research work, is studying the type of their customer looking for this products and services, also marketing strategy, due to the increase growing, especially in the center of the country, of the gourmet bakeries. To this project was made a literature review of the subject and two questionnaires (both via on-line). One of them was directed to consumers, which containing 119 responses, treated by Statistica software, using the chi-square test. In conclusion, the consumer of gourmet products depends of age level, literary qualifications and the household income. The consumers also describe gourmet products as owners of high quality and traditional component. The second questionnaire was made to managers of these organizations to verify the efficiency of their marketing plan. In conclusion, this differential strategy present in product, price, promotion and place satisfies the demand of these food products.
Descrição: Mestrado em Engenharia Alimentar - Qualidade e Segurança Alimentar
URI: http://hdl.handle.net/10400.5/8474
Aparece nas colecções:BISA - Dissertações de Mestrado / Master Thesis

Ficheiros deste registo:
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A QUALIDADE DAS PADARIAS GOURMET E A SUA ESTRATÉGIA DE MARKETING NA DEFINIÇÃO DO PERFIL DO CONSUMIDOR.pdf27,84 MBAdobe PDFVer/Abrir


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