Consumer attitudes toward the marketing practices in Portugal

Abstract

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.