Interclássico case study
: the emotional factor of a luxury product and its implication on sales

  • Manuel José de Castro e Solla Rebello de Andrade (Student)

Student thesis: Master's Thesis

Abstract

This written dissertation focuses on several topics related to marketing such as consumer behavior, sales strategy and consumer-product involvement through the analysis of a case study about Interclássico - A Classic Cars seller, founded in 2004. The company is situated in Alcácer-do-Sal and is the main national player in the market. Additionally, the firm expands part of its sales internationally. The case study describes the company, its history and its growth in the past 3 years in terms of sales, the firm’s dimension and market share comparing to its main competitors. Ultimately, this dissertation evolves around the consumer for this type of product, his motivations and purchasing process for a Classic Car. The focus of this study is to understand the relevant factors in the decision making process and the importance of these attributes for buyers. Results of this research are presented and interpreted in order to formulate useful recommendations to improve the firm’s marketing and sales strategy. At the end of this dissertation, a chapter dedicated as a Teaching Note is available alongside a set of guidelines in order to discuss this case study in a classroom setting.
Date of Award20 Jul 2016
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorPedro Celeste (Supervisor)

Keywords

  • Marketing
  • Luxury
  • Consumer behavior
  • Emotional attachement

Designation

  • Mestrado em Gestão

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