Publicação
How to make the end consumer proud to wear zeiss lenses? - The consumer decision journey
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Colaço, Vera Herédia | |
| dc.contributor.author | Sarmento, Matilde Caetano de Aguiar | |
| dc.date.accessioned | 2024-11-06T10:39:41Z | |
| dc.date.available | 2025-12-30T01:30:27Z | |
| dc.date.issued | 2024-01-25 | |
| dc.date.submitted | 2023-12-30 | |
| dc.description.abstract | ZEISS wants to establish itself as a brand that its customers are proud to wear. A critical element in accomplishing this goal is gaining a comprehensive understanding of the Consumer Decision Journey. Therefore, the company’s actions must be strategically aligned with consumer demands. The market identified opportunity segments highlight the significance of a customized strategy that takes into account the wide range of consumer preferences. With the changing perspective of customer behavior, ZEISS dedication to strengthening brand recognition, and providing post-purchase satisfaction becomes increasingly important for long-term success. | pt_PT |
| dc.identifier.tid | 203601092 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/174679 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Strategy | pt_PT |
| dc.subject | Management | pt_PT |
| dc.subject | Marketing | pt_PT |
| dc.subject | Business strategy | pt_PT |
| dc.subject | Marketing research | pt_PT |
| dc.title | How to make the end consumer proud to wear zeiss lenses? - The consumer decision journey | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | openAccess | pt_PT |
| rcaap.type | masterThesis | pt_PT |
| thesis.degree.name | A Work Project, presented as part of the requirements for the Award of a Master’s degree in Management from the Nova School of Business and Economics. | pt_PT |