Fidelização à marca e comportamento do consumidor

: estudo de caso Fnac Portugal

Abstract

In the current context there are many brands and each one of them wants to stand out before the consumer with one objective: to sell. FNAC Portugal is one of the best known and most consumed retail brands in Portugal, offering its consumers diverse products and services. However, competing brands have attributes and characteristics that appeal to consumers. One of FNAC's particularities is that it is one of the largest culture promoters in the country, offering several weekly cultural events to its consumers throughout the country, such as music shows, book presentations, gaming contests, among others. Thus, it is a brand that differentiates itself from all others, also due to the developed content and FNAC expertise.All consumers are human beings and, therefore, are influenced by different social, generational and individual factors. By becoming loyal to a brand, this loyalty is provided through some factors, such as satisfaction, repurchase, preference and liking for the brand, recommendation and fixation, they go through a process of feeling attentive, attracted, well advised and following for the act of consumption. Thus, through the starting question, what is intended to be understood is whether FNAC consumers are loyal to the brand. Coming to the answer through the mixed methodology, having as main method the inquiry by survey, creating five hypotheses. The main results of this investigation confirm all hypotheses, demonstrating that FNAC consumers are loyal to the brand, and that they like the brand, feel convinced to move forward in the purchase, are diligent in consumption, in the sense of satisfaction and in the repurchase and they need to be attached to the brand. However, the consumer feels that he recognizes the brand little and that he is little impacted by it.

Date of Award	4 Feb 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	João Simão (Supervisor)