Fonte: Revista Encontros Científicos - Tourism & Management Studies; Vol 9, No 2 (2013); 86-92
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Resumo: The purpose of this research was to try to ascertain and measurePortuguese consumers’ attitudes towards marketing practices as wellas their satisfaction level concerning the 4 P´s. Thus, the aim of thisstudy was to observe consumers’ attitudes in several regions ofmainland Portugal, by carrying out a survey. The sample usedconsisted of 600 consumers, who were selected proportionally to theexisting population over 15 years old, assuming a precision error of4% and a significance level of 5%. The main results enable theobservation of a positive consumer attitude towards marketing-mixactivities, product quality, and distribution and sales, since theirsatisfaction concerning the respective parameters matches theirexpectations. On the other hand, the results revealed a negativeattitude towards products’ price policies as well as communicationpolicies, since consumers showed dissatisfaction towards theseactivities.
