Utilize este identificador para referenciar este registo: http://hdl.handle.net/10198/11086
Título: The portuguese consumer sentiment index toward marketing mix in crisis context
Autor: Fernandes, Paula O.
Pimenta, Rui Esteves
Palavras-chave: Index of consumer sentiments toward marketing
Sentiments toward marketing-mix
Portugal
Data: 2013
Editora: Universidade do Algarve
Citação: Fernandes, Paula O.; Pimenta, Rui Esteves (2013) - The portuguese consumer sentiment index toward marketing mix in crisis context. Tourism & Management Studies. ISSN 2182-8466. 9:1, p.97-100
Resumo: The purpose of this research is to better understand the behaviour of the Portuguese consumer sentiment index toward marketing-mix in a crisis context. For this purpose we used an instrument translated and validated by the Index of Consumer Sentiment toward Marketing proposed by Gaski and Etzel (1986). This Index was used in this research since it offers a widely accepted and readily understood approach to measure citizen experiences as consumers in a society. All analysis was based on a consumer survey. The survey procedures resulted in 600 usable surveys, distributed by five regions (NUT II) in Continental Portugal. A 4% precision error and 5% of significance level were assumed. The results showed that the Portuguese consumer sentiment index toward marketing-mix is weakly positive and could be a consequence of the present economic and financial context that the country is undergoing.
Peer review: yes
URI: http://hdl.handle.net/10198/11086
ISSN: 2182-8466
Aparece nas colecções:DEG - Artigos em Revistas Indexados ao ISI/Scopus

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