A influência da embalagem e da sua marca nas decisões de compra de empresas-clientes e de consumidores

: o caso da Tetra Pak Portugal

Abstract

Tetra Pak is the world’s leading food processing and packaging solutions’ company with 60 years of history. Tetra Pak operates in more than 170 markets and has 22 000 employees. This report describes an analysis of the influence of Tetra Pak Portugal’s package and brand, in order to answer the following question: "What’s the influence of Tetra Pak Portugal’s package and brand on the purchasing decision of company customers and consumers?”. This study is part of my work experience at Tetra Pak Portugal that lasted for four months. In order to achieve this goal, the report includes a literature review of the purchasing decision process of organizations and consumers, the concept of brand, including the dimensions of brand identity, positioning, awareness and reputation, and the concept of package and its potential influence on purchasing decisions. Then, this influence was evaluated through the use of surveys. At the end, the results allowed me to identify that there is a particular influence from Tetra Pak Portugal’s package and brand in the company customers and consumers’ purchasing decisions.

Date of Award	24 Sept 2012
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	José Manuel Seruya (Supervisor)