Author(s):
Caldeira, Rita Serrano
Date: 2018
Persistent ID: http://hdl.handle.net/10400.14/25352
Origin: Veritati - Repositório Institucional da Universidade Católica Portuguesa
Subject(s): AMI; AMI Alimenta; Consumers’ decision making; Brand perception; Social behaviour; Shopping behaviour; Communication strategies; Online and offline retailing; Tomada de decisão do consumidor; Perceção da marca; Comportamento social; Comportamento de compra; Estratégias de comunicação; Retalho online e offline
Description
This dissertation focuses on AMI’s new brand, AMI Alimenta, which was created to provide good quality consumer goods to the public and, at the same time, finance AMI social projects. AMI Alimenta is currently facing some challenging times, in terms of branding, brand awareness, the best communication strategy to implement as well as understanding if the offline market sale is the best place to sell the products. To analyse these challenges, a study was conducted with a pool of 434 enquiries. From the study it is possible to state that the majority of participants did not know the brand AMI Alimenta which highlights one of the main brand challenges. If consumers are not aware of the brand they cannot have an opinion about it nor will they give the added value to the product to facilitate the purchase. The importance of having more information about the project and the results it generates, is a factor consumers will strongly consider when buying the products. Results suggest that AMI should change its current communication strategy, to a more personalized one, specifically in supermarkets with information about the products and the projects that they will help fund. AMI should as well join the online market with specific baskets campaigns since participants would be willing to pay more.
