The Portuguese consumer sentiment index toward marketing-mix in crisis context
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...
Saved in:
| Main Authors: | , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
University of Algarve, ESGHT/CINTURS
2013-01-01
|
| Series: | Tourism & Management Studies |
| Subjects: | |
| Online Access: | https://tmstudies.net/index.php/ectms/article/view/553/931 |
| Tags: |
Add Tag
No Tags, Be the first to tag this record!
|
| Summary: | 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. |
|---|---|
| ISSN: | 2182-8466 |