Efeito country of origin na perceção de qualidade

: caso da marca de azeite Andorinha

Abstract

The current report focuses on the Brazilian olive oil brand, Andorinha, and intends to investigate how the effect of Country of Origin, which designates the impact of origin on brand positioning, strategy, and communication, can reflect a quality perception in its consumers. Contextually, the development of the olive oil sector in Brazil prompted the entry of Sovena in this market along with the brand Andorinha. Brazilian consumers, with little knowledge and shrouded in social constructions that constrain and discredit the consumption of olive oil, look for qualitative information about the product in the extrinsic attributes of the brand. Andorinha's marketing management team took advantage of the origin theme, inherent to the production process of this oil, to build the brand's strategic matrix. The origin, as an informative clue, raises the creation of subjective perceptions that depend on the social, cultural, economic, and individual systemsin which the consumer is included. As part of the Curricular Internship at the Portuguese company Sovena, a Case Study was developed. To cover the previous dynamics, an analysis of the interaction between consumer-brand was followed, with the purpose of deeply investigating an individual unit, Andorinha, through the contours of consumption in the Brazilian olive oil market. The investigation allowed clarifying the importance of companies working holistically and circumstantially the Country-of-Origin effect, and above all, opportune to reveal the urgency of the literature to deepen and systematize the contributions on the subject.

Date of Award	3 Dec 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Carla Ganito (Supervisor)