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Publication
Perceção de valor da marca: O caso da Banana da Madeira
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Abstract(s)
Esta dissertação tem como objetivo principal analisar a perceção de valor da marca Banana da Madeira. A investigação visa a avaliação da gestão de marca pela notoriedade da Banana da Madeira, a compreensão das dinâmicas de marketing mix (comunicação, produto e preço) e a análise da imagem da marca através da perceção dos consumidores, com o propósito de se efetuar uma proposta de recomendação para aumentar a imagem e notoriedade percebida. Em primeiro lugar, foram desenvolvidos conceitos relacionados com a envolvente da criação de valor de uma marca, enfatizando o papel das marcas num mercado altamente competitivo tal como o comportamento do consumidor, terminando assim com particularidades destes conceitos aplicados ao ramo frutícola. Posteriormente, desenvolveu-se um estudo de caso em que foi analisada a indústria frutícola na UE e em Portugal, dados analíticos sobre a banana no comércio mundial e por fim, abordou-se a marca Banana da Madeira, a empresa que gere a mesma (GESBA), dados analíticos de comercialização e produção, tal como dinâmicas de marketing mix associadas à marca. Na recolha de dados, foi desenvolvido um questionário online através da plataforma Google Forms. Os dados recolhidos foram registados entre no período de março a abril, completando 509 observações na amostra. A nível estatístico aplicou-se uma CATPCA e o método de clustering k-means. Os resultados permitiram a caraterização de 4 tipologias de consumidores e 2 topologias relativas à perceção de imagem da marca. Os factos identificados no estudo permitem concluir que a segmentação de mercado deverá seguir uma abordagem qualitativa, pelo que não se verificam diferenças sociodemográficas, com exceção do rendimento. Ficou também evidenciado que apesar do elevado nível de notoriedade, a perceção de imagem varia entre os consumidores devido a fatores como a exposição à comunicação, associações à marca e preferências dos consumidores.
This dissertation aims to analyze the perceived value of the Banana da Madeira brand. The research seeks to evaluate brand management through the notoriety of the Banana da Madeira, understand the dynamics of the marketing mix (communication, product, and price), and analyze the brand image through consumer perception, with the purpose of proposing recommendations to increase perceived image and notoriety. Firstly, concepts related to the creation of brand value were developed, emphasizing the role of brands in a highly competitive market, such as consumer behavior, concluding with the particularities of these concepts applied to the fruit sector. Subsequently, a case study was developed in which the fruit industry in the EU and Portugal was analyzed, along with analytical data on bananas in the global market. Finally, the Banana da Madeira brand was addressed, including the company that manages it (GESBA), analytical data on commercialization and production, as well as marketing mix dynamics associated with the brand. The data was collected using an online questionnaire developed in the Google Forms platform between March and April, resulting in a sample of 509 observations. Statistically, CATPCA and k-means clustering were applied. The results allowed for the characterization of four consumer typologies and two topologies related to brand image perception. The facts identified in the study allow us to conclude that market segmentation should follow a qualitative approach, as there are no sociodemographic differences, except for income. It was also evident that despite the high level of notoriety, the perception of image varies among consumers due to factors such as exposure to communication, brand associations and consumer preferences.
This dissertation aims to analyze the perceived value of the Banana da Madeira brand. The research seeks to evaluate brand management through the notoriety of the Banana da Madeira, understand the dynamics of the marketing mix (communication, product, and price), and analyze the brand image through consumer perception, with the purpose of proposing recommendations to increase perceived image and notoriety. Firstly, concepts related to the creation of brand value were developed, emphasizing the role of brands in a highly competitive market, such as consumer behavior, concluding with the particularities of these concepts applied to the fruit sector. Subsequently, a case study was developed in which the fruit industry in the EU and Portugal was analyzed, along with analytical data on bananas in the global market. Finally, the Banana da Madeira brand was addressed, including the company that manages it (GESBA), analytical data on commercialization and production, as well as marketing mix dynamics associated with the brand. The data was collected using an online questionnaire developed in the Google Forms platform between March and April, resulting in a sample of 509 observations. Statistically, CATPCA and k-means clustering were applied. The results allowed for the characterization of four consumer typologies and two topologies related to brand image perception. The facts identified in the study allow us to conclude that market segmentation should follow a qualitative approach, as there are no sociodemographic differences, except for income. It was also evident that despite the high level of notoriety, the perception of image varies among consumers due to factors such as exposure to communication, brand associations and consumer preferences.
Description
Keywords
Marca Perceção de Valor Notoriedade Imagem Marketing Banana da Madeira.