Relevância das tendências do mercado global para os consumidores portugueses

: análise para as categorias de produtos FMCG

Abstract

This investigation explores the influence of factors in Portuguese consumption behaviors, through the study of contemporary global consumer trends, among other dimensions proposed by preexisting consumer behavior Theories. After a contextualization of Sonae MC’s project development which provided the means for data collection to support this study, a qualitative analysis was carried out with the purpose of identifying innovative ways to boost the product categories in future directions. A cluster analysis was performed to group product categories with similar profiles to which specific management recommendations and company policy implications can be applied. The results of this study point to the dimensions with greatest impact on Portuguese consumption habits in the selected product categories, being proposed, as a conclusion, some suggestions for innovation, management, and communication for the homogeneous clusters of categories, thus obtaining a set of guidelines in line with the contemporary reality of food retail consumption in Portugal.

Date of Award	12 Oct 2022
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Miguel Sottomayor (Supervisor)