A estratégia de pricing do Modelo Continente Hipermercados
: perceção do consumidor

  • Vasco Miguel Monteiro Carvalho de Sousa (Student)

Student thesis: Master's Thesis

Abstract

The following research aims to study the consumer’s perception about the pricing strategies of Modelo Continente Hipermarket, and it is written in a dissertation thesis format. The theme of this research includes several objects that are prevalent of the Marketing studies including the pricing, distribution and consumer perception. It was applied to the case study method within observation, analysis and discussion. The research on one hand was divided into the secondary exploratory approach providing it with theoretical power, and on the other hand to the primary research using quantitative data collection through questionnaire. From the complementarity between secondary approach and primary approach the study has become stronger. For that reason, it was possible to bring together the consumer perceptions from pricing strategies of Modelo Continente Hypermarket. Two of the pricing strategies more observed in this analysis reflects the existence of a customer value-based leaning to high-low pricing and promotional pricing simultaneously. The third most observed strategy revealed by the study is the psychological pricing. The results of the research about the intrinsic reasons of consumers choices by the large distribution food retailers is consistent with the APED 2009 report. These are the triangle price, diversity/product range and convenience. The perception from the cartão continente shows that the most noted benefits from it are directly related to the indirect price discounts. It would be good a greater stratification and use of more data collection techinques. I tis seen that the investigation has its limits because of the univariate data collection technique.
Date of Award11 Jul 2016
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorCarlos Manuel Ferreira dos Santos (Supervisor)

Keywords

  • Pricing
  • High-low
  • Promotional
  • Psychological
  • Distribution
  • Hypermarket
  • Modelo
  • Continente

Designation

  • Mestrado em Marketing

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