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Understanding the customer journey to analyze how to effectively respond to private label competitor threat and build purchase intention for chips ahoy! in the Portuguese sweet biscuit market - brand community building
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Orientador(es)
Resumo(s)
This research aims to understand the customer journey to analyze how to effectively respond to private label competitor threat and build purchase intention for Brand Yin the Portuguese sweet biscuit market. A thorough analysis of the brand’s current situation and past relevant literature allowed for the elaboration of a 2phase qualitative research design with 26respondents. The insights reveled that superior quality is not enough to create purchase intention and tackle private label threat, however, Brand Y has the opportunity to forge a meaningful brand purpose that goes beyond a marketing strategy and enhance brand community building.
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Palavras-chave
Marketing plan Purchase intention Customer journey Private l Manufacturer brands Low-involvement products Brand community