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O impacto da comunicação de marketing na concretização da compra: o caso Benecar
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Abstract(s)
Este relatório de estágio, decorreu de um estágio curricular na Benecar, com a duração de
680 horas, iniciado a 16 de setembro de 2024 e terminado a 17 de janeiro de 2025, tendo
como propósito a obtenção do grau de Mestre em Gestão pela Escola Superior de Tecnologia
e Gestão do Politécnico de Leiria.
O relatório de estágio tem como objetivo analisar o impacto da comunicação de marketing
na concretização de compra dos consumidores, através de um estudo de caso da Benecar.
Para isso, apresenta as atividades desenvolvidas ao longo do estágio curricular realizado na
Benecar Automóveis SA, uma empresa do setor automóvel situada na Benedita. Além da
descrição das atividades, inclui uma análise crítica das ações de comunicação realizadas pela
empresa e sugestões de melhoria.
O estudo explora o papel das estratégias de comunicação integrada de marketing, da
notoriedade da marca e dos processos de decisão do consumidor no setor automóvel,
destacando a importância de uma abordagem estruturada e coerente para maximizar a
influência sobre os consumidores. A experiência de estágio decorreu no departamento de
marketing, proporcionando um ambiente dinâmico e altamente especializado, onde foi
possível aprender diariamente sobre as suas práticas e estratégias. Através da combinação
de investigação teórica e trabalho de campo, avalia-se de que forma as atividades de
marketing influenciam a perceção dos consumidores e as suas decisões de compra. As
conclusões obtidas reforçam a relevância da comunicação de marketing como um fator
determinante para o sucesso empresarial, avaliado em termos de vendas e de fidelização de
clientes, contribuindo para uma compreensão mais aprofundada da sua eficácia em mercados
altamente competitivos.
O estágio para além de contribuir para a experiência profissional do estagiário e para a
consolidação de matérias teóricas, contribui com sugestões de melhoria que podem ser
implementadas na empresa.
This internship report results from a curricular internship at Benecar, lasting 680 hours, which began on September 16, 2024, and ended on January 17, 2025. The internship was carried out as part of the requirements for obtaining a Master's degree in Management from the School of Technology and Management at the Polytechnic of Leiria. The objective of this report is to analyze the impact of marketing communication on consumer purchasing decisions through a case study of Benecar. To achieve this, it presents the activities developed during the internship at Benecar Automóveis SA, a company in the automotive sector located in Benedita. In addition to describing these activities, the report includes a critical analysis of the company's communication strategies and provides improvement suggestions. The study explores the role of integrated marketing communication strategies, brand awareness, and consumer decision-making processes in the automotive sector, highlighting the importance of a structured and coherent approach to maximizing influence over consumers. The internship experience took place in the marketing department, offering a dynamic and highly specialized environment where it was possible to gain daily insights into marketing practices and strategies. Through a combination of theoretical research and fieldwork, this study evaluates how marketing activities influence consumer perceptions and purchasing decisions. The findings reinforce the relevance of marketing communication as a key factor for business success, assessed in terms of sales performance and customer loyalty, contributing to a deeper understanding of its effectiveness in highly competitive markets. Beyond contributing to the intern’s professional experience and reinforcing theoretical knowledge, the internship also provides improvement suggestions that can be implemented within the company.
This internship report results from a curricular internship at Benecar, lasting 680 hours, which began on September 16, 2024, and ended on January 17, 2025. The internship was carried out as part of the requirements for obtaining a Master's degree in Management from the School of Technology and Management at the Polytechnic of Leiria. The objective of this report is to analyze the impact of marketing communication on consumer purchasing decisions through a case study of Benecar. To achieve this, it presents the activities developed during the internship at Benecar Automóveis SA, a company in the automotive sector located in Benedita. In addition to describing these activities, the report includes a critical analysis of the company's communication strategies and provides improvement suggestions. The study explores the role of integrated marketing communication strategies, brand awareness, and consumer decision-making processes in the automotive sector, highlighting the importance of a structured and coherent approach to maximizing influence over consumers. The internship experience took place in the marketing department, offering a dynamic and highly specialized environment where it was possible to gain daily insights into marketing practices and strategies. Through a combination of theoretical research and fieldwork, this study evaluates how marketing activities influence consumer perceptions and purchasing decisions. The findings reinforce the relevance of marketing communication as a key factor for business success, assessed in terms of sales performance and customer loyalty, contributing to a deeper understanding of its effectiveness in highly competitive markets. Beyond contributing to the intern’s professional experience and reinforcing theoretical knowledge, the internship also provides improvement suggestions that can be implemented within the company.
Description
Keywords
Comunicação de marketing Concretização de compra Comportamento do consumidor Brand equity