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Publicação
The Impact of Milupa CRM Program on Consumer Behaviour
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Orientador(es)
Resumo(s)
This project analyses the recently implemented Milupa Customer Relationship Management (CRM) Program in Portugal and its impact on consumer behaviour. The approach taken compares one group of mothers that acknowledges their presence in the program with another that does not, in order to analyze the main differences between them. The sample comprises 100 mothers with a child ageing between 4 and 16 months old out of a population of approximately 100 000 mothers.
The results from the selected sample show a difference between the two groups, which suggests that the Milupa CRM Program has a positive impact on consumer behaviour as well as on brand image characteristics related to it. However, statistical tests conducted show that there is no evidence that these results can be extrapolated to the rest of the population.
Descrição
A Work Project, presented as part as the requirements for the Award of a Masters Degree in Management from the Nova School in Business and Economics
Palavras-chave
Customer Relationship Management (CRM) Baby Food Market in Portugal Milupa-Aptamil Marketing Research (Quantitative Research)