Influência do marketing de acções sociais na preferência dos consumidores

Abstract

The present work, under the theme “influence of social actions marketing on consumer preference”, sought to verify the influence of social actions carried out by mcel on consumers' preference for this company's products and services. Currently, due to increasingly intense competition, the reinforcement of the brand and image has been increasingly valued by companies. Through social-oriented marketing actions, the company becomes preferred by consumers over competitors. Customers take pride in buying the company's products and services because of the perceived value of the brand that is manifested in the company's own image. From a methodological point of view, the present work was characterized as being of the exploratory-descriptive type, complemented with a case study in mcel. We opted for a non-probabilistic sampling, established by convenience or accessibility criteria, which comprised a sample of 113 people residing in the city of Maputo, specifically in the central and upper-maé districts. Opinions were also analyzed regarding the preference for mcel products and services in view of its social performance. Therefore, the results indicate that the majority of respondents prefer to buy products and services from the mcel company, as it carries out social-oriented marketing actions. With the inclusion of comparison parameters such as quality and similar prices, the preference percentage increased significantly (TRADUÇÃO NOSSA)