Loading...
Publication
Um estudo sobre a atratividade da compra online e do serviço drive-hipermercado Jumbo de Portimão
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.52 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
No âmbito da conclusão de Mestrado em Marketing Management, Faculdade de Economia da Universidade do Algarve, apresenta-se este Relatório de Estágio que, no essencial, constitui uma síntese do trabalho desenvolvido ao longo do período de estágio, o qual decorreu no Grupo Auchan, hipermercado Jumbo de Portimão, entre os meses de Novembro e de Fevereiro de 2018.
Este estágio, com uma duração de 320h, teve como principal objetivo adquirir competências de natureza prática no domínio da gestão de Marketing aplicada à grande distribuição. A principal função desempenhada durante este estágio traduziu-se na realização de um estudo de mercado cujo objetivo principal era compreender as razões da fraca atratividade da compra online e da utilização do serviço Drive.
Este estudo foi conduzido junto dos clientes do hipermercado Jumbo de Portimão tendo sido estudadas a atitude, conveniência, eficiência, características do website, frequência de utilização, características sociodemográficas e intenção de compra, enquanto variáveis explicativas do comportamento de compra online.
Os principais resultados do estudo demostram que a atitude, conveniência, eficiência, segurança, frequência de utilização influenciam, neste caso concreto, a intenção de compra online.
Tendo em conta estes resultados, no final do presente estudo, serão apresentadas as contribuições do mesmo e recomendações direcionadas aos gestores de marketing no âmbito eletrónico.
In the scope of the conclusion of the Master in Marketing Management, Faculty of Economics of the University of Algarve, this Internship Report is presented. Essentially, this document is a summary of the work carried out during the internship period, which took place in the Auchan Group, Jumbo supermarket of Portimão, between November and February 2018. This 320-hour internship was aimed at acquiring practical skills in the field of Marketing management applied to large-scale distribution. The main function performed during this internship was to carry out a market study whose main goal was to understand the reasons of the low attractiveness of the online purchase and the use of the Drive service. This study was carried out with clients of the Jumbo supermarket of Portimão. The attitude, convenience, efficiency, characteristics of the website, frequency of use, sociodemographic characteristics and purchase intention were studied as explanatory variables of online shopping behavior. The main results of the study show that the attitude, convenience, efficiency, safety and frequency of use may explain, in this specific case, the intention to buy online. Taking into account these results, at the end of the present study, the contributions of the same will be presented and recommendations directed to the marketing managers in the electronic scope.
In the scope of the conclusion of the Master in Marketing Management, Faculty of Economics of the University of Algarve, this Internship Report is presented. Essentially, this document is a summary of the work carried out during the internship period, which took place in the Auchan Group, Jumbo supermarket of Portimão, between November and February 2018. This 320-hour internship was aimed at acquiring practical skills in the field of Marketing management applied to large-scale distribution. The main function performed during this internship was to carry out a market study whose main goal was to understand the reasons of the low attractiveness of the online purchase and the use of the Drive service. This study was carried out with clients of the Jumbo supermarket of Portimão. The attitude, convenience, efficiency, characteristics of the website, frequency of use, sociodemographic characteristics and purchase intention were studied as explanatory variables of online shopping behavior. The main results of the study show that the attitude, convenience, efficiency, safety and frequency of use may explain, in this specific case, the intention to buy online. Taking into account these results, at the end of the present study, the contributions of the same will be presented and recommendations directed to the marketing managers in the electronic scope.
Description
Keywords
Atitude Conveniência Eficiência Características do webside Frequência de utilização Intenção de compra online