O valor da marca e a sua influência no comportamento do consumidor

: estudo de caso : Quinta do Monte D’Oiro

Abstract

The main goal of this master’s research is to assess in what way brand’s value is perceived and, if this perception influences a consumer’s behavior, namely in purchase decisionprocess. More precisely, through a case study with the brand Quinta do Monte d’Oiro, a wine products company with great prominence on the premium wine market. In this sense, the following starting question was defined: is the perception of the value of the Quinta do Monte d'Oiro brand easily perceived and influences the purchase decision process by its consumers? Thus, a qualitative based methodology was defined for the determination of its exploratory data; and, a quantitative methodology, through the application of thequestionnaire survey tool, to define the primary data of the study. The hypotheses that guided this investigation were: i) consumers at Quinta do Monte d’Oiro are loyal to the brand,recognize its notoriety, quality, and establish positive associations and other assets contributing to the construction of the brand equity; and ii) loyalty, notoriety, perceived quality, associations, and other assets have an influence on the decision to purchase the Quinta do Monte d’Oiro brand. Through these research questions, five different variables were sustained, using the Brand Equity Ten model by Aaker (1991; 1996). In this sense, with the completion of the present master's research it was possible to determine that the variables referred to weren’t only positively perceived by the brand's consumers, but also allowed us to understand which ones have have greater relevance in the influence of the consumer purchase decision process of the Quinta do Monte d’Oiro brand.

Date of Award	21 Jun 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Nuno Goulart Brandão (Supervisor)