Publicação
Analyzing generation z´s preferences for dishwashers: implications for Miele´s marketing strategy
| datacite.subject.fos | Ciências Sociais::Economia e Gestão | pt_PT |
| dc.contributor.advisor | Trindade, André | |
| dc.contributor.advisor | Blume, Katrin | |
| dc.contributor.author | Rose, Miriam Linda | |
| dc.date.accessioned | 2025-01-30T09:23:43Z | |
| dc.date.embargo | 2030-05-17 | |
| dc.date.issued | 2024-06-11 | |
| dc.date.submitted | 2024-05-17 | |
| dc.description.abstract | This project provides Miele with marketing implications for Generation Z’s dishwasher preferences. A quantitative online survey tested the importance of predefined customer value propositions, and semi-structured interviews with marketing experts gave further targeting insights. Results indicate that cleaning performance and appliance reliability are crucial for Generation Z, while an adaptable user experience is comparably unimportant. Energy-efficient entry-level dishwashers focusing on core functionalities should be marketed to meet Generation Z’s price-consciousness and sustainability focus. Using digital channels can increase brand awareness, while personal recommendations and guidance in physical stores are central to purchase decisions. Results mainly apply to the German market. | pt_PT |
| dc.identifier.tid | 203724666 | pt_PT |
| dc.identifier.uri | http://hdl.handle.net/10362/178132 | |
| dc.language.iso | eng | pt_PT |
| dc.relation | UID/ECO/00124/2013 | pt_PT |
| dc.subject | Generation z | pt_PT |
| dc.subject | Product marketing | pt_PT |
| dc.subject | Dishwashers | pt_PT |
| dc.subject | Customer value proposition | pt_PT |
| dc.title | Analyzing generation z´s preferences for dishwashers: implications for Miele´s marketing strategy | pt_PT |
| dc.type | master thesis | |
| dspace.entity.type | Publication | |
| rcaap.rights | embargoedAccess | 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 |