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Publicação
Factors contributing to increase Brand Loyalty on Infant Nutrition Category in Portugal
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Autores
Orientador(es)
Resumo(s)
The main objective of this study is to understand customer behavior on Infant Nutrition
Category in Portugal. In a context of high promotion levels and fast-growing retail brands, it is
important to understand the benefits valued by the customers and their concerns to conquer space
and develop long loyal relationships based in more than only price.
The study is composed by exploratory research on which qualitative information was gathered
through a focus group, fifteen parents with babies between 6 months and three years old were
interviewed, and quantitative data was gathered through a survey with a 404 sample were conducted.
The main findings observed that parents are nowadays more informed than in previous decades, what
leads them to be less loyal to brands in emotional terms and focusing more on products characteristics.
Parents wish to give the best to their babies, the food they consider the healthier, which baby
likes and that allows a healthy development. However, price is a constraint so parents try to balance
their choices with the family available budget, giving the best that they can afford. The importance of
price is higher for parents with lower education levels and lower income available.
This study enriches literature knowledge about parents’ behavior regarding baby’s feeding
habits specifically in Portugal and gives tools to Infant Nutrition companies to better understand their
shoppers in order to offer products more aligned with customer needs, enhance relationship with
parents and increase brand loyalty in today’s paradigm.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Information Management, specialization in Marketing Intelligence
Palavras-chave
Customer Behavior Loyalty Infant Nutrition