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Abstract(s)
No presente século vive-se uma crise económica e é importante para as empresas
europeias combaterem-na, não só com o enfraquecimento da concorrência global
como com a criação de estratégias para valorizar o produto através do seu valor
acrescentado e também com a utilização de ferramentas como o país de origem e as
suas características para a criação de valor de marca. As marcas precisam de se
destacar umas das outras de modo a conquistarem credibilidade e autenticidade
conseguindo assim subsistir neste mundo global, onde a rapidez da mudança é cada
vez mais frequente.
Para se perceber como o país de origem influencia a mente dos consumidores é feita
uma investigação quantitativa, começando por uma recolha de informações
referentes a uma contextualização histórica,à conjectura actual do mercado da
moda, ao comportamento do consumidor, à marca e ao país de origem e, para
culminar, é realizado um inquérito ao consumidor masculino de modo a perceber
quais são os seus comportamentos de compra e o que os influencia com uma análise
de dados feita com base em tratamentos estatísticos no programa SPSS. Concluiu-se
que a influência do país de origem sobre o consumidor existe porém não é observado
a primeira instância. A influência do país de origem é percebida quando relacionada
com o prestígio de uma marca e como sinónimo de qualidade percebida dos
produtos.
In this XXI century we are experiencing an economic crisis and it is important for European companies to fight it, not only with the weakening of global competition as the creation of strategies to enhance the product through value added using tools such as the country of origin and their characteristics to create brand value. The brands need to stand out from each other in order to gain credibility and authenticity thus achieving survive in this global world where rapid change is increasingly common. To perceive how a country of origin influences the minds of consumers is made a quantitative investigation, starting with a gathering of information related to an historical context, the conjecture of current fashion market, consumer behavior, the brand and the country of origin and to top it off, is made a survey on the male consumer in order to understand what’s their buying behavior and what influences them with a data analysis based on statistical methods in SPSS. It was concluded that the influence of the country of origin on the consumer is not observed by the first instance. The influence of the country of origin is perceived as related to the prestige of a brand and a synonym of perceived quality of products.
In this XXI century we are experiencing an economic crisis and it is important for European companies to fight it, not only with the weakening of global competition as the creation of strategies to enhance the product through value added using tools such as the country of origin and their characteristics to create brand value. The brands need to stand out from each other in order to gain credibility and authenticity thus achieving survive in this global world where rapid change is increasingly common. To perceive how a country of origin influences the minds of consumers is made a quantitative investigation, starting with a gathering of information related to an historical context, the conjecture of current fashion market, consumer behavior, the brand and the country of origin and to top it off, is made a survey on the male consumer in order to understand what’s their buying behavior and what influences them with a data analysis based on statistical methods in SPSS. It was concluded that the influence of the country of origin on the consumer is not observed by the first instance. The influence of the country of origin is perceived as related to the prestige of a brand and a synonym of perceived quality of products.
Description
Keywords
Indústria têxtil - Marca - País de origem Indústria do vestuário - Marca - País de origem Indústria têxtil e do vestuário - Marca - Consumidor Moda - Valor da marca - País de origem - Consumidor
Citation
Publisher
Universidade da Beira Interior