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How different chocolate brands influence our chocolate perception and buying behavior?

Mitrovic, Jelena
Fonte: Instituto Universitário de Lisboa Publicador: Instituto Universitário de Lisboa
Tipo: Dissertação de Mestrado
Publicado em //2014 ENG
Relevância na Pesquisa
37.04%
Master in Marketing; This master dissertation is based on a research conducted in order to answer the question ‘How different chocolate brands influence our chocolate perception and buying behavior?’. This research was conducted with a sample of 101 respondents through a structured questionnaire. All data acquired were analyzed in the SPSS software, due to its huge potential to compare different variables, that is, different aspects of data. The main aim of this research is to compare three chocolate brands, namely Milka, Lindt and Richart. Differences between these brands in every aspect of marketing mix and positioning strategies should explain some of consumers’ perceptions and chocolate preferences. The indirect aim of this research is to show some of the overall chocolate consumption patterns of the representative sample of the population. More precisely, it explains patterns of respondents’ buying behavior, their motivations and different perceptions and attitudes regarding this issue. Apart from this, this master dissertation provides an overview of the global chocolate industry and market, overall chocolate consumption, as well as some major principles of brand building and management, in line with the subject. All the information from this thesis are aimed to marketing managers who would like to get some strategic insights connected to this matter...

Luxury brands and CRM, mutually exclusive? : developing a CRM strategy for Patek Philippe

Weber, Sabrina
Fonte: Instituto Universitário de Lisboa Publicador: Instituto Universitário de Lisboa
Tipo: Dissertação de Mestrado
Publicado em //2012 ENG
Relevância na Pesquisa
37.2%
Mestrado em Gestão; Nowadays consumers get more demanding than ever before, marketing moves from the traditional transactional driven paradigm to the new, relational based paradigm. That is why customer relationship management (CRM) gains importance. Conventional brands were the first one’s that implement a CRM strategy in order to built strong long-life relationships with the most valuable customers. Luxury brands are just starting to realize the benefits of CRM. Whereas they are reluctant to use the usual and common techniques that have been proven successful for classic consumer goods because it involves the risk for luxury brands to loose its prestige status. Hence, luxury brands are facing the challenge to reconcile CRM and at the same time, keeping their luxury image. This work intents to answer the question if luxury brands and CRM are mutually exclusive or not based on the case study of developing a CRM strategy for the luxury brand watch company Patek Philippe. This case study is not conducted in cooperation with the company Patek Philippe that is why the type of case data used in this work is data available in the Internet, books, magazines or lectures. To answer the work’s question, theoretical knowledge gets applied to a real life situation by the reference of the case study of Patek Philippe. After presenting the theoretical knowledge necessary for the case study...