Caracterização do consumidor jovem no retalho

: elaboração da estratégia de captação de clientes para a cadeia de retalho alimentar Pingo Doce

Abstract

The final consumer is more empowered than ever. In addition to being more demanding and diligent with their time and money, the constant change in lifestyle, motivations and needs, forces retailers to continually reflect on their action strategies to effectively capture their segment of interest. In this sense, this dissertation studies what are the inherent characteristics of the young consumer in the context of the Portuguese market, to elaborate and suggest a strategy to be applied in the retailer Pingo Doce.Two studies were carried out, one qualitative and one quantitative. The first one aimed to collect information of interest to formulate hypotheses to be tested in the questionnaire. In this way, it was possible to conclude that there are indeed differences in the behavior of the young consumer, particularly in comparison with the adult consumer, in relation to the way they value their supermarket of choice. This differentiation will allow the elaboration of a more effective acquisition strategy.

Date of Award	29 Jun 2023
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rita Coelho do Vale (Supervisor)