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Fatores determinantes no processo de decisão de compra no setor automóvel
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Abstract(s)
Este trabalho de pesquisa tem por tema “Fatores determinantes no processo de decisão de compra no setor automóvel” e tem por objetivo geral a aferir a importância de um conjunto de fatores (produto, psicológicos, informativos, económicos, envolvimento emocional, e marca) na decisão de compra de um automóvel de um conjunto de marcas de automóveis de gama alta (Audi, BMW e Mercedes-Benz).
Deste modo, avaliou-se o grau de notoriedade das marcas automóveis acima enunciadas, analisou-se o grau de envolvimento dos consumidores com os automóveis, ficou-se a conhecer o nível de confiança com as marcas de automóveis, determinou-se o grau de satisfação com a marca atual de automóvel, aferiu-se o grau de lealdade às marcas de automóveis, determinou-se a intenção de recomendar a marca de automóveis e avaliou-se as relações entre o envolvimento, satisfação, confiança, lealdade e recomendação.
Numa perspetiva académica este trabalho contribuiu para um melhor entendimento dos fatores determinantes na decisão de compra de um automóvel de um conjunto de marcas de automóveis de gama alta. Numa perspetiva profissional, este trabalho auxilia os decisores a aplicarem decisões de marketing mais legitimadas na perspetiva de criar valor nas empresas do setor automóvel.
"Determining factors in the purchase decision process in the automotive sector" is the theme of this master thesis, and has the objective to assess the importance of a set of factors (product, psychological, informational, economic, emotional engagement, and marks) in decision to buy a car from a set of car high-end brands (Audi, BMW and Mercedes-Benz). Thus, we evaluated the degree of notoriety of the above motor companies analyze the degree of involvement of consumers with cars, get to know the level of confidence with the car brands, determine the degree of satisfaction with the current brand of car, measure the degree of loyalty to car brands, determined the intention to recommend the car brand and evaluate the relationship between involvement, satisfaction, trust, loyalty and recommendation. In an academic perspective this work has contributed to a better understanding of the determining factors in the decision to purchase a car from car high-end brands. In a professional perspective, this work helps decision-makers to apply more legitimate marketing decisions from the perspective of creating value in the companies in the automotive sector.
"Determining factors in the purchase decision process in the automotive sector" is the theme of this master thesis, and has the objective to assess the importance of a set of factors (product, psychological, informational, economic, emotional engagement, and marks) in decision to buy a car from a set of car high-end brands (Audi, BMW and Mercedes-Benz). Thus, we evaluated the degree of notoriety of the above motor companies analyze the degree of involvement of consumers with cars, get to know the level of confidence with the car brands, determine the degree of satisfaction with the current brand of car, measure the degree of loyalty to car brands, determined the intention to recommend the car brand and evaluate the relationship between involvement, satisfaction, trust, loyalty and recommendation. In an academic perspective this work has contributed to a better understanding of the determining factors in the decision to purchase a car from car high-end brands. In a professional perspective, this work helps decision-makers to apply more legitimate marketing decisions from the perspective of creating value in the companies in the automotive sector.
Description
Dissertação apresentada à Universidade Fernando Pessoa como parte dos requisitos para obtenção do grau de Mestre em Ciências Empresariais
Keywords
Marketing Decisão de compra Fatores (produto, psicológicos, informativos, económicos, envolvimento emocional, e marca) Marketing Factors (product, psychological, informational, economic, emotional engagement, and brand) Purchase decision