As marcas em tempo de crise

Abstract

In times of crisis, consumers have shown a tendency to modify their current buying behavior, due to the financial implications which come along with an era of economic instability. The majority of consumers have to reconsider their consumption habits and reallocate budgets. Different responses are shown towards new economic conditions, due to both internal and external factors, challenging brands to understand what the new priorities of their targets are and adapt their strategy. This paper explores the subject making use of a detailed bibliographic revision and the answers of a survey that reveals consumer insights too important to ignore. This paper aims to find what may be the main changes in the consumer behavior during an economic crisis, providing, in the gathered information, useful theories in the marketing field, but also to companies who are looking to adapt to understand the consumers mind and priorities.

Date of Award	14 Sept 2015
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Filipa da Rocha de Castro e Côrte-Real (Supervisor)