Development of a market study for the portuguese swimwear brand Guadalupissima

Abstract

Guadalupissima is a Portuguese swimwear brand in its second year of operations. This paper aimed to provide three main insights for Guadalupissima: a better view of the Portuguese swimwear market and its consumers; insights into how Guadalupissima should invest its resources in social media marketing; and to discover what Guadalupissima’s potential customers are looking for in their swimwear. A survey was conducted to achieve these insights. The survey received 90 responses and through the use of descriptive statistics and hypotheses testing, significant conclusions were made based on the sample used. The study found that: consumer gender does not significantly affect yearly spending on swimwear; time spent on social media does not significantly affect how often consumers purchase through integrated social media marketplaces; and respondents preferred to see swimwear products displayed under a more professional lens. In-depth research into the Portuguese swimwear market was undertaken in order to provide a useful competitor analysis for Guadalupissima to consult as well as an evaluation of Guadalupissima’s accessible market in its next year of operations. Final recommendations were made for Guadalupissima to consider when formulating its business and marketing strategy within the context of the literature presented at the start of the paper.

Date of Award	30 Apr 2021
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Cotter Salvado (Supervisor)