A Marca (In)visível, Impactos das Perceções do Consumidor no Mercado Low-Cost de Vestuário: O caso Primark.

João Fontes da Costa, Cristela Bairrada, Nuno Oliveira

Abstract


É inegável a importância das marcas no mundo atual. Nas decisões de consumo esta desempenha um papel de relevo, bem como um outro fator tornado premente em qualquer contexto, mormente na crise económica, o preço. Uma empresa de origem irlandesa, a Primark, percebeu que os consumidores estão dispostos a pagar menos pelas roupas que usam, assegurando níveis competitivos de qualidade em relação a outras marcas. Neste trabalho são analisados os impactos que a marca Primark tem na Intenção de Compra dos seus clientes. Esta marca, retalhista no segmento de pronto-a-vestir, é considerada Low-Cost (baixo custo) em comparação com empresas Medium-Cost (médio custo), exemplo da Zara, e de empresas High-Cost (alto custo), exemplo da Gant. Considerando que a marca não surge evidente nos produtos, ponderamos qual seria a intenção de compra dos seus clientes caso isso viesse a acontecer, bem como quais os antecedentes da formação da Lealdade à Marca usando o modelo de Sweeney e Soutar (2001) com quatro dimensões: i) Perceção de Preço, ii) Perceção Funcional, iii) Perceção Emocional e iv) Perceção Social. Os resultados, recolhidos em questionário a clientes da Primark e analisados com recurso à modelação de equações estruturais, evidenciam que as Perceções dos consumidores da marca Primark têm um impacto direto na Lealdade à Marca. As mesmas perceções impactam direta e positivamente na Intenção de Compra. Por outro lado, a Lealdade à Marca não tem impacto significativo na Intenção de Compra de produtos que exibissem a marca Primark, sendo indicação de que a lealdade à Marca não implica o interesse no uso da mesma de forma explícita.

Keywords


Lealdade à Marca, Perceção Emocional, Perceção Social, Intenção de Compra

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