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Authors
Advisor(s)
Abstract(s)
Nas últimas décadas, o setor do retalho alimentar tem passado por profundas
transformações, impulsionadas pela evolução dos hábitos de consumo. A presente investigação
tem como principal objetivo analisar o impacto do capital da marca no comportamento dos
consumidores portugueses, com foco em produtos de baixo envolvimento, como os iogurtes.
Recorrendo a uma metodologia mista, no estudo foi aplicado um questionário online,
divulgado através das redes sociais, no qual a amostra totalizou 428 respostas válidas, e uma
entrevista realizada ao representante da marca nacional Yonest. A análise estatística foi feita
com os sotfwares IBM SPSS Statistics 24 e SmartPLS 4, utilizando a modelação de equações
estruturais de mínimos quadrados (PLS-SEM).
Os resultados demonstram que, no contexto de produtos de baixo envolvimento, a
qualidade percebida e a lealdade à marca contribuem significativamente para o fortalecimento
do capital da marca, enquanto o conhecimento da marca não teve impacto relevante. Além
disso, que o capital da marca influencia positivamente a satisfação do consumidor, a intenção
de compra e a predisposição para pagar preço premium. No entanto, a satisfação, por si só, não
é suficiente para garantir a predisposição de pagar um valor acrescentado em produtos de
compra rotineira.
Conclui-se que o capital da marca continua a ser relevante, mesmo em mercados de
baixo envolvimento, como o dos iogurtes. Contudo, a utilização de uma amostra não
probabilística e o foco num único segmento limitam a generalização dos resultados. Sugere-se
que futuros estudos abranjam outras categorias de produtos e explorem o impacto do capital da
marca noutros atributos emergentes no mercado e consumidor contemporâneo.
In recent decades, the food retail sector has undergone profound changes, driven by the evolution of consumer habits. The main aim of this research is to analyze the impact of brand equity on the behavior of Portuguese consumers, with a focus on low-involvement products such as yoghurt. Using a mixed methodology, the study applied an online questionnaire, disseminated via social networks, in which the sample totaled 428 valid responses, and an interview conducted with the representative of the national brand Yonest. Statistical analysis was carried out using IBM SPSS Statistics 24 and SmartPLS 4 software, using least squares structural equation modelling (PLS-SEM). The results show that, in the context of low-involvement products, perceived quality and brand loyalty contribute significantly to strengthening brand equity, while brand knowledge had no significant impact. In addition, brand equity positively influences consumer satisfaction, purchase intention and willingness to pay a premium price. However, satisfaction alone is not enough to guarantee a willingness to pay a premium price for products that are routinely purchased. The conclusion is that brand equity continues to be relevant, even in low involvement markets such as yoghurt. However, the use of a non-probabilistic sample and the single-segment focus limit the generalizability of the results. It is suggested that future studies cover other product categories and explore the brand equity impact on other emerging attributes in the contemporary market and consumer behavior.
In recent decades, the food retail sector has undergone profound changes, driven by the evolution of consumer habits. The main aim of this research is to analyze the impact of brand equity on the behavior of Portuguese consumers, with a focus on low-involvement products such as yoghurt. Using a mixed methodology, the study applied an online questionnaire, disseminated via social networks, in which the sample totaled 428 valid responses, and an interview conducted with the representative of the national brand Yonest. Statistical analysis was carried out using IBM SPSS Statistics 24 and SmartPLS 4 software, using least squares structural equation modelling (PLS-SEM). The results show that, in the context of low-involvement products, perceived quality and brand loyalty contribute significantly to strengthening brand equity, while brand knowledge had no significant impact. In addition, brand equity positively influences consumer satisfaction, purchase intention and willingness to pay a premium price. However, satisfaction alone is not enough to guarantee a willingness to pay a premium price for products that are routinely purchased. The conclusion is that brand equity continues to be relevant, even in low involvement markets such as yoghurt. However, the use of a non-probabilistic sample and the single-segment focus limit the generalizability of the results. It is suggested that future studies cover other product categories and explore the brand equity impact on other emerging attributes in the contemporary market and consumer behavior.
Description
Keywords
Capital da marca Produtos de baixo envolvimento Comportamento de compra Retalho alimentar Brand equity Low involvement products Purchasing behavior Food retailing
Pedagogical Context
Citation
Mocan, Anghelina (2025). “O impacto do capital da marca no comportamento do consumidor em produtos de baixo envolvimento: o caso dos iogurtes em Portugal”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Publisher
Instituto Superior de Economia e Gestão