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Authors
Advisor(s)
Abstract(s)
Uma região desenvolve-se essencialmente pela natureza da sua economia. A aposta nos produtos endógenos de cada região é uma tomada de consciência do potencial das suas particularidades. Essa consciência de desenvolvimento local, assente em estratégias e métodos de ação por forma a melhorarem a qualidade de vida dos habitantes locais, é um catalisador do desenvolvimento de mais produtos e de mais ideias. Fixa populações e atrai investimento, incentiva a haver mais conhecimento e a um maior reconhecimento.
A marca “Cereja do Fundão” aparece neste contexto, por forma a potenciar e transportar um produto com características próprias, de modo a que seja mais facilmente apreciado e reconhecido. A sua envolvente foi o mote para várias ações de desenvolvimento regional, melhorando a qualidade da produção e distribuição do produto, requalificando métodos produtivos e dando aso a um aumento da capacidade produtiva. Criaram-se mais postos de trabalho, levou a uma maior aposta na inovação e diferenciação, fazendo com que a região pudesse usufruir de um desenvolvimento sustentável que a médio/longo prazo será potenciador de uma melhoria de qualidade de vida. O maior reconhecimento da marca fez com que cada vez haja mais pessoas a querer saber como se produz a “Cereja do Fundão” e de onde vem, potenciando o turismo no concelho.
Este trabalho pretendeu assim analisar qual o impacto que a marca “Cereja do Fundão” tem, tanto ao nível do reconhecimento do consumidor e comprador externo ao concelho, bem como qual a sua influência no conhecimento do concelho do Fundão, analisando uma amostra de consumidores individuais e outra amostra de empresas.
Esta análise demonstrou haver já algum conhecimento do concelho do Fundão e um reconhecimento da marca “Cereja do Fundão”, através das características próprias da marca e do produto.
A elaboração deste trabalho teve algumas limitações na sua génese, quer pela dificuldade de conciliação da vida profissional e académica de quem o executou, quer pela amostra estudada que foi baseada no network do seu autor. Espera-se que este trabalho possa contribuir para um maior conhecimento das atuais limitações da marca e do concelho bem como dos fatores que levaram ao seu crescimento e reconhecimento por parte dos consumidores.
The economic nature is the main developer for any region. Investing in a specific region’s endogenous products is the awareness of its particularities potential. That awareness regarding a region’s potential, based on strategic and action methods that thrive to develop the local inhabitants’ quality of life, is the catalyst for a bigger product and idea development. It attracts investment and roots the population, encouraging on having a bigger knowledge and a greater recognition. The “Cereja do Fundão” brand appears in this context, as a way to boost and carry a product that has its own characteristics, in a way for it to be easily appreciated and recognized. Its background was the spark for regional development, improving production quality and the product’s distribution, developing production methods and enhancing productive capacity. More jobs were created, and it led to a higher innovation and differentiation, making the region to sustainably develop and that will lead to a bigger way of life in a near future. This work pretends to analyse the impact that the “Cereja do Fundão” brand has, both in terms of consumer recognition and as extra-county buyer, as well as their influence in the Fundão region recognition, analyzing samplings of both individual consumers and company consumers. This analysis demonstrates that nowadays there is a full recognition of the Fundão region as well as the “Cereja do Fundão” brand from its characteristics. This paperwork had its own limitations on the making, as from the difficulty of engaging both professional and academic life, as well as the sampling that was studied, that came from its author’s network. It is expected that this paperwork can contribute for a bigger knowledge of the limitations that the brand and the region have nowadays, as well as the conditions that led to its rise and recognition.
The economic nature is the main developer for any region. Investing in a specific region’s endogenous products is the awareness of its particularities potential. That awareness regarding a region’s potential, based on strategic and action methods that thrive to develop the local inhabitants’ quality of life, is the catalyst for a bigger product and idea development. It attracts investment and roots the population, encouraging on having a bigger knowledge and a greater recognition. The “Cereja do Fundão” brand appears in this context, as a way to boost and carry a product that has its own characteristics, in a way for it to be easily appreciated and recognized. Its background was the spark for regional development, improving production quality and the product’s distribution, developing production methods and enhancing productive capacity. More jobs were created, and it led to a higher innovation and differentiation, making the region to sustainably develop and that will lead to a bigger way of life in a near future. This work pretends to analyse the impact that the “Cereja do Fundão” brand has, both in terms of consumer recognition and as extra-county buyer, as well as their influence in the Fundão region recognition, analyzing samplings of both individual consumers and company consumers. This analysis demonstrates that nowadays there is a full recognition of the Fundão region as well as the “Cereja do Fundão” brand from its characteristics. This paperwork had its own limitations on the making, as from the difficulty of engaging both professional and academic life, as well as the sampling that was studied, that came from its author’s network. It is expected that this paperwork can contribute for a bigger knowledge of the limitations that the brand and the region have nowadays, as well as the conditions that led to its rise and recognition.
Description
Keywords
Cereja Cerfundão Fundão Marketing Produtos Endógenos Turismo