Consumer attitudes toward the marketing practices in Portugal

• Autor(a) principal: Odete Fernandes, Paula
• Data de Publicação: 2013
• Outros Autores: Ferreira Correia, Luís
• Tipo de documento: Artigo
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: https://tmstudies.net/index.php/ectms/article/view/588
• topic: Consumers’ attitude; marketing policies; sentiments toward marketing-mix; consumers’ satisfaction

The purpose of this research was to try to ascertain and measurePortuguese consumers’ attitudes towards marketing practices as wellas their satisfaction level concerning the 4 P´s. Thus, the aim of thisstudy was to observe consumers’ attitudes in several regions ofmainland Portugal, by carrying out a survey. The sample usedconsisted of 600 consumers, who were selected proportionally to theexisting population over 15 years old, assuming a precision error of4% and a significance level of 5%. The main results enable theobservation of a positive consumer attitude towards marketing-mixactivities, product quality, and distribution and sales, since theirsatisfaction concerning the respective parameters matches theirexpectations. On the other hand, the results revealed a negativeattitude towards products’ price policies as well as communicationpolicies, since consumers showed dissatisfaction towards theseactivities.