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Publicação
Brazilian beauty across the world: A portuguese point of view
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Autores
Orientador(es)
Resumo(s)
To comprehend the dynamics of consumer responses to the introduction of new products or brands, an essential focal point lies in discerning the multifaceted influences on their reception, with the country of origin standing out as a pivotal determinant. Factors encompassing geographical proximity, cultural disparities, economic variations, and political relationships collectively contribute to shaping perceptions of products from different origins. Against the backdrop of Brazil's vibrant beauty industry, coupled with the intricate historical ties between Brazil and Portugal, this study takes on the imperative task of unraveling the behavioral tendencies exhibited by the Portuguese population when confronted with Brazilian beauty products. Through an online experiment, in which 106 Portuguese women were inquired about this industry, their purchase habits and their connection with the South American country, it was detected a positive perception about Brazilian Beauty products. In brief, this research aims to uncover nuanced insights capable of guiding Brazilian companies in refining their strategies for market presentation, thus promoting greater engagement with the Portuguese consumer base, and driving both nations towards mutually beneficial economic growth.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Data Science for Marketing
Palavras-chave
Country of Origin Brazilian Beauty Industry Portuguese market Cultural effects Experiment SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure SDG 10 - Reduced inequalities SDG 17 - Partnerships for the goals