Caracterização da segmentação dos consumidores do retalho alimentar online
: como adaptar a comunicação ao público-alvo?

  • Ana Carolina Vieira de Campos (Student)

Student thesis: Master's Thesis


The pandemic scenario crisis has been generating a very significant increase on online purchases, with special emphasis in the food retail industry. Due to these particular changes, the retailers were forced to better understand this market, which is much more diversified, so they can meet the consumer needs, particularly in regard to the forms of communication. This way, this Final Dissertation starts with the following research questions: How can one characterize and segment the online food retail industry in Portugal during this worldwide pandemic? How can one adapt the communication to the target audience? In order to obtain information about the costumer’s profile in the food retail industry and taking into account, on one hand, their consumption habits and on the other, their perspective regarding the communication being made by the companies, an inquiry to 229 food retail customers, resident in Portugal, of which 112 of them use the online purchase channel was conducted. The descriptive analysis of the sample enabled us to perform a customer segmentation based on age, average value of purchases, purchase frequency of certain product ranges and perspectives about the communication of the companies. The obtained results led to the creation of three clusters profiles, which allowed us to conclude that the companies’ communication should be adapted and customized based on each cluster profile specifications.
Date of Award7 Jul 2021
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorCarla Martins (Supervisor)


  • E-commerce
  • Communication
  • Marketing
  • Segmentation
  • Online customer and clusters analysis


  • Mestrado em Gestão

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