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A qualidade das padarias gourmet e a sua estratégia de marketing na definição do perfil do consumidor
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Autores
Orientador(es)
Resumo(s)
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
Palavras-chave
gourmet bakeries gourmet products consumer behaviour consumer profile marketing strategy questionnaire
Contexto Educativo
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.