Aptamil´s decline in the growing up milk category in the United Kingdom: optimizing the value proposition to meet customer expectations and increase customer retention

Detalhes bibliográficos
Autor(a) principal: Lorusso, Roberta
Data de Publicação: 2021
Tipo de documento: Dissertação
Idioma: eng
Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
Texto Completo: http://hdl.handle.net/10362/142562
Resumo: Aptamil is facing a decline in the Growing Up Milk category in the UK, failing to retain mothers after their baby's first year. This work focuses on improving customer retention by increasing customer satisfaction, which will be done through the alignment of the value proposition and customer expectations. To explain mom (consumer) behavior, data was collected though a survey questionnaire (n=244), semi-structured interviews (n=5) and secondary research. Based on the analysis of the data, three recommendations are provided including an optimization of the product portfolio, and two new potential value propositions exposed through the value proposition canvas.
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spelling Aptamil´s decline in the growing up milk category in the United Kingdom: optimizing the value proposition to meet customer expectations and increase customer retentionConsumer behaviorCustomer retentionCustomer satisfactionUnited KingdomBrand trustGrowing up milkValue propositionBaby foodDomínio/Área Científica::Ciências Sociais::Economia e GestãoAptamil is facing a decline in the Growing Up Milk category in the UK, failing to retain mothers after their baby's first year. This work focuses on improving customer retention by increasing customer satisfaction, which will be done through the alignment of the value proposition and customer expectations. To explain mom (consumer) behavior, data was collected though a survey questionnaire (n=244), semi-structured interviews (n=5) and secondary research. Based on the analysis of the data, three recommendations are provided including an optimization of the product portfolio, and two new potential value propositions exposed through the value proposition canvas.Lages, CarmenRUNLorusso, Roberta2023-12-17T01:31:06Z2022-01-172021-12-172022-01-17T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10362/142562TID:203039785enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-03-11T05:20:20Zoai:run.unl.pt:10362/142562Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T03:50:23.812510Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse
dc.title.none.fl_str_mv Aptamil´s decline in the growing up milk category in the United Kingdom: optimizing the value proposition to meet customer expectations and increase customer retention
title Aptamil´s decline in the growing up milk category in the United Kingdom: optimizing the value proposition to meet customer expectations and increase customer retention
spellingShingle Aptamil´s decline in the growing up milk category in the United Kingdom: optimizing the value proposition to meet customer expectations and increase customer retention
Lorusso, Roberta
Consumer behavior
Customer retention
Customer satisfaction
United Kingdom
Brand trust
Growing up milk
Value proposition
Baby food
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
title_short Aptamil´s decline in the growing up milk category in the United Kingdom: optimizing the value proposition to meet customer expectations and increase customer retention
title_full Aptamil´s decline in the growing up milk category in the United Kingdom: optimizing the value proposition to meet customer expectations and increase customer retention
title_fullStr Aptamil´s decline in the growing up milk category in the United Kingdom: optimizing the value proposition to meet customer expectations and increase customer retention
title_full_unstemmed Aptamil´s decline in the growing up milk category in the United Kingdom: optimizing the value proposition to meet customer expectations and increase customer retention
title_sort Aptamil´s decline in the growing up milk category in the United Kingdom: optimizing the value proposition to meet customer expectations and increase customer retention
author Lorusso, Roberta
author_facet Lorusso, Roberta
author_role author
dc.contributor.none.fl_str_mv Lages, Carmen
RUN
dc.contributor.author.fl_str_mv Lorusso, Roberta
dc.subject.por.fl_str_mv Consumer behavior
Customer retention
Customer satisfaction
United Kingdom
Brand trust
Growing up milk
Value proposition
Baby food
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
topic Consumer behavior
Customer retention
Customer satisfaction
United Kingdom
Brand trust
Growing up milk
Value proposition
Baby food
Domínio/Área Científica::Ciências Sociais::Economia e Gestão
description Aptamil is facing a decline in the Growing Up Milk category in the UK, failing to retain mothers after their baby's first year. This work focuses on improving customer retention by increasing customer satisfaction, which will be done through the alignment of the value proposition and customer expectations. To explain mom (consumer) behavior, data was collected though a survey questionnaire (n=244), semi-structured interviews (n=5) and secondary research. Based on the analysis of the data, three recommendations are provided including an optimization of the product portfolio, and two new potential value propositions exposed through the value proposition canvas.
publishDate 2021
dc.date.none.fl_str_mv 2021-12-17
2022-01-17
2022-01-17T00:00:00Z
2023-12-17T01:31:06Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv http://hdl.handle.net/10362/142562
TID:203039785
url http://hdl.handle.net/10362/142562
identifier_str_mv TID:203039785
dc.language.iso.fl_str_mv eng
language eng
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.source.none.fl_str_mv reponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron:RCAAP
instname_str Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
instacron_str RCAAP
institution RCAAP
reponame_str Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
collection Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
repository.name.fl_str_mv Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação
repository.mail.fl_str_mv
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