Marcas da distribuição
: uma perspectiva da comunicação nos pontos de venda

  • Ana Rita de Oliveira Vaz Queiroz (Student)

Student thesis: Master's Thesis


This dissertation vises the comprehension of what are the distributors brands, more accurately of the brands associate with the big distribution. In the last ten years we’ve assisted to alterations in the big distribution sector, namely the relation between distributors, producers and consumers, alterations that are related with the even bigger bet by the distributors in the development of their own brands, which representing already a significant group of products, have always been gaining strength in the market. The strategy of betting in the quality of the products, associated to the low price, makes that the big distribution brands are actually an frequent consumption option in Portuguese homes. This dissertation seeks to understand the existing relation between the big distributors and theirs consumers, focusing in a analysis of the communication of the distributors brands on their sales point. Has structure of this dissertation I propose an initial chapter that addresses the behavior of the consumer and some practices of communication on the sales point. In the next chapter an approach is made to the elements of characterization and evolution of the distributors brand, following, on a new chapter, the contextualization of distributors brands in the Portuguese market. Finally, an approach to two distributors brand in Portugal – Pingo Doce and Continente – where there will be presented some practices of communication of the brands undertaken by the respective distributors in the sales point.
Date of Award30 Sept 2011
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJosé Manuel Seruya (Supervisor)


  • Distributor brands
  • Consumer behavior
  • Brands communication on the sales points


  • Mestrado em Ciências da Comunicação

Cite this