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Da mudança nos hábitos de consumo ai price value trade-off: as implicações da retração econômica no Brasil sobre o comportamento de consumo dos brasileiros
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| DM_Dheny Simpson | 2.97 MB | Adobe PDF |
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Advisor(s)
Abstract(s)
Ao analisar os fatores de influência no processo de decisão de compra dos
consumidores, nota-se que além dos fatores sociais e culturais, os fatores econômicos
apresentam-se como principais influenciadores do comportamento, padrão e estilo de
consumo expressado pelos consumidores. A proposta de investigação desta pesquisa de
abordagem quantitativa é observar a relação entre um cenário econômico de recessão e
a resposta comportamental dos indivíduos nas suas relações de consumo. Como
objetivos investigativos, o presente estudo propôs-se a: 1) analisar os efeitos da crise
econômica sobre o padrão e perfil de consumo dos consumidores; 2) identificar as áreas
de consumo mais afetadas pela diminuição do comportamento de consumo dos
consumidores na crise e 3) comprovar a ocorrência de Trade-off entre preço e valor no
processo decisório de compra dos consumidores no cenário de crise econômica. O
instrumento utilizado na coleta de dados foi um questionário constituído de 23
perguntas fechadas pelo qual se permitiu validar as hipóteses de que um panorama
econômico de crise promove interferência direta sobre o mercado de consumo a partir
das mudanças no padrão e comportamento de consumo dos indivíduos, tendenciados a
adotar uma atitude de consumo mais consciente e cautelosa, priorizando as ofertas de
preço mais atrativas, abrindo mão do valor e todos os benefícios agregados sobre o
custo do produto em sua decisão de compra.
By analyzing the influence factors in consumers’ purchase-decision process, it’s noted that besides the social and cultural factors, economic factors are key influencers of behavior pattern and style of consumption expressed by consumers. The proposal of investigation of this research in a quantitative approach is to observe the relation of cause and effect between a recessionary economic scenario and the behavioral response of individuals in their consuming relations. As Investigative goals, the present study proposed to: 1) analyze along consumers the effects of economic recession scenario over income, standard and consuming profile. 2) identify the most impacted areas by the reduction in purchasing behavior of goods and services by the consumer while in crisis.3) prove the occurrence of the trade-off between price and value in the decisionmaking process of consumers’ purchase in scenarios of economic crisis. The instrument used in gathering data was a questionnaire consisting of 23 close-ended questions, which allowed validating the hypotheses that a panorama of economic crisis promotes direct interference on the consuming market from the changes in the pattern and behavior of consumption from individuals, tending to adopt a more conscious and cautious attitude of consumption, prioritizing the most attractive price offerings, giving up on the value and all aggregated benefits on the cost of the product in their purchasing decision.
By analyzing the influence factors in consumers’ purchase-decision process, it’s noted that besides the social and cultural factors, economic factors are key influencers of behavior pattern and style of consumption expressed by consumers. The proposal of investigation of this research in a quantitative approach is to observe the relation of cause and effect between a recessionary economic scenario and the behavioral response of individuals in their consuming relations. As Investigative goals, the present study proposed to: 1) analyze along consumers the effects of economic recession scenario over income, standard and consuming profile. 2) identify the most impacted areas by the reduction in purchasing behavior of goods and services by the consumer while in crisis.3) prove the occurrence of the trade-off between price and value in the decisionmaking process of consumers’ purchase in scenarios of economic crisis. The instrument used in gathering data was a questionnaire consisting of 23 close-ended questions, which allowed validating the hypotheses that a panorama of economic crisis promotes direct interference on the consuming market from the changes in the pattern and behavior of consumption from individuals, tending to adopt a more conscious and cautious attitude of consumption, prioritizing the most attractive price offerings, giving up on the value and all aggregated benefits on the cost of the product in their purchasing decision.
Description
Keywords
Comportamento de consumo Recessão Preço Valor Trade-off Consumer behavior Recession Price Value