Abstract

FERNANDES, Paula Odete  and  CORREIA, Luís Ferreira. Consumer attitudes toward the marketing practices in Portugal. TMStudies [online]. 2013, vol.9, n.2, pp.86-92. ISSN 2182-8458.

The purpose of this research was to try to ascertain and measure Portuguese consumers’ attitudes towards marketing practices as well as their satisfaction level concerning the 4 P´s. Thus, the aim of this study was to observe consumers’ attitudes in several regions of mainland Portugal, by carrying out a survey. The sample used consisted of 600 consumers, who were selected proportionally to the existing population over 15 years old, assuming a precision error of 4% and a significance level of 5%. The main results enable the observation of a positive consumer attitude towards marketing-mix activities, product quality, and distribution and sales, since their satisfaction concerning the respective parameters matches their expectations. On the other hand, the results revealed a negative attitude towards products’ price policies as well as communication policies, since consumers showed dissatisfaction towards these activities.

Keywords : Consumers’ attitude; marketing policies; sentiments toward marketing-mix; consumers’ satisfaction.

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