A perceção dos consumidores face à comunicação publicitária

: estudo de caso do take away do Pingo Doce

Abstract

Every day we come across countless advertising messages. However, we don’t fully take them in. This phenomenon is due, in part, to a greater resistance to the appeals of advertising, but also to the substantial number of messages competing for our attention. This scenario is clear for most brands that try to stand out in the most diverse ways (such as advertising), in an attempt to capture consumers’ focus.In order to optimize advertising communication, it is crucial to understand consumers, their wants and needs. In this sense, many researchers dedicate themselves to the study of consumer behavior, a topic of increasing relevance nowadays.This context sets the ground for the present study. It was intended to establish empirical bases that would allow a deeper knowledge of consumers and their perceptions regarding advertising communication, with special focus in the case of Pingo Doce’s Take Away. In general, the aim was to understand whether consumers' perceptions were compatible with the key premises of the brand’s communication, whilst determining the effectiveness of advertising to a certain extent. Thus, a mixed method with a sequential exploratory approach was used, combining both qualitative and quantitative research instruments. For this purpose, semi-structured interviews to employees from Pingo Doce and BBDO Portugal (the advertising agency responsible for the brand's advertising communication) were conducted, followed by the application of a questionnaire survey to recipients of the brand's advertising messages.The findings showed that consumers' perceptions generally correspond to the brand's advertising messages content. It was also found that there is no considerable degree of skepticism regarding its advertising communication. However, the results showed that supermarkets are not yet seen as equivalent options when regarding other players in the takeaway food business.

Date of Award	16 Mar 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Eduardo Cintra Torres (Supervisor)