A carregar...
Publicação
Implementação de um plano de marketing : Bex Nails
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 3.29 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Este estudo almeja uma análise holística das preferências e tendências emergentes no
mercado de unhas postiças, concentrando-se especialmente nas unhas postiças
press-on feitas à mão, com o propósito de desenvolver um plano de marketing mais
eficaze para a empresa Bex Nails.
A metodologia empregada neste estudo adota uma abordagem de investigação mista,
integrando dados qualitativos provenientes da empresa com a análise de dados
quantitativos obtidos através de questionários. Através desses questionários, foram
recolhidos detalhes aprofundados acerca das preferências das consumidoras,
abrangendo aspetos como o comprimento, formato, design de unhas, intenção de
compra e canais de comunicação. Esses dados foram complementados por
informações derivadas das vendas presenciais, fornecendo uma visão ampla das
preferências dos clientes e dos padrões de consumo.
As conclusões oriundas deste estudo apontam para a necessidade premente de uma
estratégia de marketing direcionada à personalização da experiência do cliente. Esta
abordagem baseia-se na criação de uma diversidade de estilos de design e no enfatizar
da relação entre custo e benefício. Além disso, a presença nos canais de venda, tanto
online como offline, demonstra ser vital para alcançar e cativar os consumidores.
Contudo, importa salientar que as limitações deste estudo, incluindo o tamanho da
amostra e o viés de resposta, devem ser ponderadas na interpretação dos resultados.
Este estudo oferece insights valiosos para a Bex Nails, facultando à empresa uma
orientação para ajustar suas estratégias de acordo com as preferências específicas das
consumidoras. As recomendações delineadas nesta pesquisa podem ser utilizadas para
melhorar produtos, otimizar a experiência do cliente e expandir a presença da marca
nos mercados internacionais. Para investigações futuras, seria proveitoso aprofundar a
análise em faixas etárias distintas e investigar as correlações entre preferências
estilísticas e características demográficas.
This study aims for a comprehensive analysis of emerging preferences and trends in the press-on nails market, with a specific focus on handcrafted press-on nails, with the purpose of developing a more effective marketing plan for the company Bex Nails. The methodology employed in this study adopts a mixed research approach, integrating qualitative data from the company along with the analysis of quantitative data obtained through questionnaires. These questionnaires collected in-depth details about consumer preferences, encompassing aspects such as length, shape, nail design, purchase intent, and communication channels. This data was supplemented by information derived from in-person sales, providing a broad insight into customer preferences and consumption patterns. The conclusions drawn from this study point to the urgent need for a customer-centric marketing strategy. This approach is founded on creating a diverse range of design styles and emphasizing the cost-benefit relationship. Furthermore, a presence in both online and offline sales channels proves vital for reaching and engaging consumers. However, it is important to note that limitations of this study, including sample size and response bias, should be considered when interpreting the results. This study provides valuable insights for Bex Nails, affording the company guidance to adjust its strategies in accordance with specific consumer preferences. The recommendations outlined in this research can be utilized to enhance products, optimize customer experiences, and expand the brand's presence in international markets. For future investigations, it would be beneficial to delve deeper into various age groups and explore correlations between stylistic preferences and demographic characteristics.
This study aims for a comprehensive analysis of emerging preferences and trends in the press-on nails market, with a specific focus on handcrafted press-on nails, with the purpose of developing a more effective marketing plan for the company Bex Nails. The methodology employed in this study adopts a mixed research approach, integrating qualitative data from the company along with the analysis of quantitative data obtained through questionnaires. These questionnaires collected in-depth details about consumer preferences, encompassing aspects such as length, shape, nail design, purchase intent, and communication channels. This data was supplemented by information derived from in-person sales, providing a broad insight into customer preferences and consumption patterns. The conclusions drawn from this study point to the urgent need for a customer-centric marketing strategy. This approach is founded on creating a diverse range of design styles and emphasizing the cost-benefit relationship. Furthermore, a presence in both online and offline sales channels proves vital for reaching and engaging consumers. However, it is important to note that limitations of this study, including sample size and response bias, should be considered when interpreting the results. This study provides valuable insights for Bex Nails, affording the company guidance to adjust its strategies in accordance with specific consumer preferences. The recommendations outlined in this research can be utilized to enhance products, optimize customer experiences, and expand the brand's presence in international markets. For future investigations, it would be beneficial to delve deeper into various age groups and explore correlations between stylistic preferences and demographic characteristics.
Descrição
Mestrado Bolonha em Marketing
Palavras-chave
Unhas Postiças Press-on Plano de Marketing Marketing Mix Análise de Mercado Preferência do Cliente Press-on Nails Marketing Plan Marketing Mix Market Analysis Customer Preference
Contexto Educativo
Citação
Zhou, Xiao (2023). “Implementação de um plano de marketing : Bex Nails”. Dissertação de Mestrado. Universidade de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão