Publicação
Improving convenience at Continente
| Resumo: | The purpose of this work project is to develop a communication strategy for Continente in order to reinforce its market leadership, mainly vis a vis Pingo Doce. From a survey conducted with a sample of 382 respondents, I perceived that shopping for food is associated with negative feelings like boredom, messiness and time consumption. The proposed strategy, tested with another quantitative survey on a sample of 120 respondents, aims to address these aspects and simultaneously increase convenience at Continente’s stores, delivering several solutions to target different consumer segments. |
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| Autores principais: | Mata, Susana Melo |
| Assunto: | Communication strategy Continente Convenience |
| Ano: | 2012 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | The purpose of this work project is to develop a communication strategy for Continente in order to reinforce its market leadership, mainly vis a vis Pingo Doce. From a survey conducted with a sample of 382 respondents, I perceived that shopping for food is associated with negative feelings like boredom, messiness and time consumption. The proposed strategy, tested with another quantitative survey on a sample of 120 respondents, aims to address these aspects and simultaneously increase convenience at Continente’s stores, delivering several solutions to target different consumer segments. |
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