O impacto das campanhas de colecionáveis do Pingo Doce e do Lidl no consumo e fidelização das famílias

Abstract

Today’s society has more brands to choose from than ever. To get closer to consumers, brands had to rethink their strategies and customer’s loyalty has been the biggest challenge and goal, especially in the retail sector. This dissertation intends to study and compare the impact of two campaigns from two rival grocery retailers – Pingo Doce and LIDL, in family’s consumption. In particular, these grocery retailers’ campaigns engage with customers through gamification mechanics – with objects to collect and apps to play with, that are targeted to children.Regarding the characteristics of these campaigns, we aim to investigate if they were able to influence Portuguese families on their store frequency and purchase volume - having in mind the possible influence of children on families’ purchases -, and ultimately, their loyalty towards these brands. At the same time, considering the growing usage of smart devices, we explore the usage of the apps included in these campaigns and the motivations to join these initiatives launched by the two brands.Therefore, we developed a comparative case study in order to investigate this phenomenon, through qualitative methods. The methodology consists in a thematic analysis of 15 semi-structured interviews with Portuguese families that adhered to, at least, one of the campaigns and includes an exploratory interview to the Head of Brand of LIDL Portugal.Amongst the results, we were able to conclude that the families were influenced by these campaigns in terms of store frequency and purchase volume towards Pingo Doce and/or LIDL. Although these initiatives generally influenced the purchase behaviour of the interviewed families, the attitudinal loyalty was not achieved, since the most shared pattern was that families decided to maintain their pre-campaigns behaviour towards grocery retailers.

Date of Award	9 Feb 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)