Dimensions of a brunch experience: a study about the consumer behavior, the drivers, and the post-consumption phase of brunches in Lisbon

• Autor(a) principal: Martins, Ricardo Alexandre Ferreira
• Data de Publicação: 2018
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/17521
• topic: Brunch; Experience; Leximancer; Online comments; Indústria da restauração; Oferta turística; Preferência do consumidor; Satisfação do consumidor; Estudo de opinião; Gestão de marketing; Lisboa -- Portugal

The world of restauration is full of different concepts and services, with the strategic objective of places to stand out and offer different experiences to consumers. Brunch is one of those concepts that, in the middle of the 21st century, is gaining a huge popularity among different types of consumers with different needs and standards. The main objective of this study is to understand and identify what is most valued during the Brunch experience, what are their drivers and what conclusions can be drawn based on the reviews shared in the post-consumer phase of the process. In addition, this dissertation also intends to understand if the dimensions of the experience vary according to the "gender" segment, from Brunch to Brunch and according to the evaluations given in the 734 comments online. The tools used to analyze the main themes of the comments were Wordle and Leximancer. After this process, the themes were displayed graphically on a conceptual map from which results data from 4 distinct Brunch restaurants: Nicolau Lisboa, Heim Café, Fauna & Flora and Zenith Brunch & Cocktail. From this analysis, 13 themes that depict the experience in a Brunch were discovered: Brunch space pancakes place waiting delicious time juice try people best recommend experience. It was also possible to conclude that there are several variables that impact the experience during brunch, that the reviews are a very useful tool to remove points to improve for the restaurant itself and that there is a gender divergence in what is valued at a brunch. In this dissertation it is revealed that the different ratings given in the Zomato platform represent different themes of the experience.