Cars that Provide Pleasure: a study about the connection between attributes and personal values of buyers from São Paulo

Detalhes bibliográficos
Autor(a) principal: Piato, Éderson Luiz
Data de Publicação: 2014
Outros Autores: Pimenta, Márcio Lopes, Fowler, Fábio Roberto
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
Texto Completo: https://rbgn.fecap.br/RBGN/article/view/1374
Resumo: The objective of this paper is to evidence thecognitive structure of the values of automobileconsumers from São Paulo, considering twomodels (one compact and another sportive) ofa car maker. Specifically, this paper aimed toidentify elements through a hierarchical valuemap (HVM), the attributes, the consequencesand the values that characterize the perceptions ofthe consumers and respective connections amongthese. Therefore, thirty in depth interviews wereperformed with buyers of the two models. Thequalitative Laddering technique (REYNOLDS;GUTMAN, 1988), based on the Means-EndChain Theory (GUTMAN, 1982), guided thecollection, analysis and interpretations of data.The results point out that personal values aredeterminant aspects for the decision of buyingsuch models and, consequently, should beconsidered for the elaboration of strategies ofautomobile design and communication. Theanalysis of the HVM highlighted that the mainchains, for the two models, are started by theattributes: “internal trim” and “Design”. Theseitems generate the perception of the value“Hedonism” - the most expressive state for theinterviewees. This highlights the importance ofthis value in deciding to buy those two analyzedmodels.
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spelling Cars that Provide Pleasure: a study about the connection between attributes and personal values of buyers from São PauloCoches que generan placer: un estudio sobre la relación entre los valores y los atributos personales de los compradores de São PauloAutomóveis que Geram Prazer: um estudo sobre a conexão entre atributos e valores pessoais de compradores paulistanosPersonal values. Laddering. Automobiles.Valores personales. Laddering. Coches. Automóviles.Valores pessoais. Laddering. Automóveis.The objective of this paper is to evidence thecognitive structure of the values of automobileconsumers from São Paulo, considering twomodels (one compact and another sportive) ofa car maker. Specifically, this paper aimed toidentify elements through a hierarchical valuemap (HVM), the attributes, the consequencesand the values that characterize the perceptions ofthe consumers and respective connections amongthese. Therefore, thirty in depth interviews wereperformed with buyers of the two models. Thequalitative Laddering technique (REYNOLDS;GUTMAN, 1988), based on the Means-EndChain Theory (GUTMAN, 1982), guided thecollection, analysis and interpretations of data.The results point out that personal values aredeterminant aspects for the decision of buyingsuch models and, consequently, should beconsidered for the elaboration of strategies ofautomobile design and communication. Theanalysis of the HVM highlighted that the mainchains, for the two models, are started by theattributes: “internal trim” and “Design”. Theseitems generate the perception of the value“Hedonism” - the most expressive state for theinterviewees. This highlights the importance ofthis value in deciding to buy those two analyzedmodels.El objetivo de este trabajo es poner de relievela estructura cognitiva de los valores de losconsumidores de automóviles en la ciudad de SãoPaulo, basado en dos modelos de un fabricante deautomóviles: pequeño y deportivo. En concreto,hemos tratado de identificar los atributos, lasconsecuencias y los valores que caracterizan lapercepción de los consumidores y sus conexionesentre estos elementos a través de la elaboración deun mapa jerárquico de valor (MJV). Con este fin,se realizaron treinta entrevistas en profundidadcon los compradores de estos modelos. La técnicacualitativa Laddering (REYNOLDS; GUTMAN,1988), basada en la perspectiva de la cadena demedios y fines (GUTMAN, 1982), articuló lareunión, el análisis e la interpretación de los datosde la investigación. Los resultados sugieren quelos valores personales son factores determinantesen el proceso de decisión de compra de estosmodelos de automóviles, y por lo tanto debenser considerados en el diseño de estrategiasencaminadas a diseñar productos y acciones decomunicación. El análisis del mapa jerárquicode valor indica que las cadenas dominantes paraambos modelos parten de los atributos “Acabadointerno” y “Diseño” y genera la percepción delvalor “hedonismo”, el estado más significativo alos consumidores encuestados, lo que denota laimportancia de este valor en el proceso de decisiónde compra de los modelos analizados.O objetivo deste artigo é evidenciar a estruturacognitiva dos valores de consumidores de automóveisda cidade de São Paulo a respeito dedois modelos, um compacto e outro esportivo,de uma montadora. Especificamente, buscou-seidentificar, por meio da elaboração de um mapahierárquico de valor (MHV), os atributos observadosnos modelos, as consequências e os valoresque caracterizam as percepções dos consumidores,assim como as respectivas conexões entre esseselementos. Para tanto, foram realizadas trintaentrevistas em profundidade com compradoresdesses dois modelos. A técnica qualitativaLaddering (REYNOLDS, GUTMAN, 1988),baseada na perspectiva da Cadeia de Meios-Fim(GUTMAN, 1982), orientou a coleta, a análise ea interpretação dos dados da pesquisa. Os resultadossugerem que os valores pessoais são aspectosdeterminantes no processo de decisão de compradesses modelos de automóveis e, portanto, devemser considerados na elaboração de estratégias quevisem projetar produtos e ações de comunicação.A análise do mapa hierárquico de valor permiteidentificar que as cadeias dominantes para os doismodelos partem dos atributos “Acabamento Interno”e “Design”, que geraram nos entrevistados apercepção do valor “Hedonismo” - o estado mais,expressivo para os consumidores -, denotando aimportância desse valor no processo de decisão decompra dos modelos analisados.FECAP2014-12-10info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/137410.7819/rbgn.v16i52.1374Review of Business Management; Vol. 16 No. 52 (2014); 434-447RBGN Revista Brasileira de Gestão de Negócios; Vol. 16 Núm. 52 (2014); 434-447RBGN - Revista Brasileira de Gestão de Negócios; v. 16 n. 52 (2014); 434-4471983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPengporhttps://rbgn.fecap.br/RBGN/article/view/1374/pdf_72https://rbgn.fecap.br/RBGN/article/view/1374/pdf_73Piato, Éderson LuizPimenta, Márcio LopesFowler, Fábio Robertoinfo:eu-repo/semantics/openAccess2021-07-21T16:31:21Zoai:ojs.emnuvens.com.br:article/1374Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2021-07-21T16:31:21Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false
dc.title.none.fl_str_mv Cars that Provide Pleasure: a study about the connection between attributes and personal values of buyers from São Paulo
Coches que generan placer: un estudio sobre la relación entre los valores y los atributos personales de los compradores de São Paulo
Automóveis que Geram Prazer: um estudo sobre a conexão entre atributos e valores pessoais de compradores paulistanos
title Cars that Provide Pleasure: a study about the connection between attributes and personal values of buyers from São Paulo
spellingShingle Cars that Provide Pleasure: a study about the connection between attributes and personal values of buyers from São Paulo
Piato, Éderson Luiz
Personal values. Laddering. Automobiles.
Valores personales. Laddering. Coches. Automóviles.
Valores pessoais. Laddering. Automóveis.
title_short Cars that Provide Pleasure: a study about the connection between attributes and personal values of buyers from São Paulo
title_full Cars that Provide Pleasure: a study about the connection between attributes and personal values of buyers from São Paulo
title_fullStr Cars that Provide Pleasure: a study about the connection between attributes and personal values of buyers from São Paulo
title_full_unstemmed Cars that Provide Pleasure: a study about the connection between attributes and personal values of buyers from São Paulo
title_sort Cars that Provide Pleasure: a study about the connection between attributes and personal values of buyers from São Paulo
author Piato, Éderson Luiz
author_facet Piato, Éderson Luiz
Pimenta, Márcio Lopes
Fowler, Fábio Roberto
author_role author
author2 Pimenta, Márcio Lopes
Fowler, Fábio Roberto
author2_role author
author
dc.contributor.author.fl_str_mv Piato, Éderson Luiz
Pimenta, Márcio Lopes
Fowler, Fábio Roberto
dc.subject.por.fl_str_mv Personal values. Laddering. Automobiles.
Valores personales. Laddering. Coches. Automóviles.
Valores pessoais. Laddering. Automóveis.
topic Personal values. Laddering. Automobiles.
Valores personales. Laddering. Coches. Automóviles.
Valores pessoais. Laddering. Automóveis.
description The objective of this paper is to evidence thecognitive structure of the values of automobileconsumers from São Paulo, considering twomodels (one compact and another sportive) ofa car maker. Specifically, this paper aimed toidentify elements through a hierarchical valuemap (HVM), the attributes, the consequencesand the values that characterize the perceptions ofthe consumers and respective connections amongthese. Therefore, thirty in depth interviews wereperformed with buyers of the two models. Thequalitative Laddering technique (REYNOLDS;GUTMAN, 1988), based on the Means-EndChain Theory (GUTMAN, 1982), guided thecollection, analysis and interpretations of data.The results point out that personal values aredeterminant aspects for the decision of buyingsuch models and, consequently, should beconsidered for the elaboration of strategies ofautomobile design and communication. Theanalysis of the HVM highlighted that the mainchains, for the two models, are started by theattributes: “internal trim” and “Design”. Theseitems generate the perception of the value“Hedonism” - the most expressive state for theinterviewees. This highlights the importance ofthis value in deciding to buy those two analyzedmodels.
publishDate 2014
dc.date.none.fl_str_mv 2014-12-10
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://rbgn.fecap.br/RBGN/article/view/1374
10.7819/rbgn.v16i52.1374
url https://rbgn.fecap.br/RBGN/article/view/1374
identifier_str_mv 10.7819/rbgn.v16i52.1374
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv https://rbgn.fecap.br/RBGN/article/view/1374/pdf_72
https://rbgn.fecap.br/RBGN/article/view/1374/pdf_73
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eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
dc.publisher.none.fl_str_mv FECAP
publisher.none.fl_str_mv FECAP
dc.source.none.fl_str_mv Review of Business Management; Vol. 16 No. 52 (2014); 434-447
RBGN Revista Brasileira de Gestão de Negócios; Vol. 16 Núm. 52 (2014); 434-447
RBGN - Revista Brasileira de Gestão de Negócios; v. 16 n. 52 (2014); 434-447
1983-0807
1806-4892
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instname_str Fundação Escola de Comércio Álvares Penteado (FECAP)
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reponame_str Revista Brasileira de Gestão de Negócios (Online)
collection Revista Brasileira de Gestão de Negócios (Online)
repository.name.fl_str_mv Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)
repository.mail.fl_str_mv ||jmauricio@fecap.br
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