AN ANALYSIS OF THE IMPORTANT ATRIBUTES IN THE NOTEBOOK CONSUMER DECISION MAKING PROCESS USING FACTOR ANALYSIS AND MULTIDIMENSIONAL SCALING

• Autor(a) principal: Vieira, Valter Afonso
• Data de Publicação: 2008
• Outros Autores: Slongo, Luiz Antonio
• Tipo de documento: Artigo
• Idioma: por; eng; spa
• Título da fonte: RAM. Revista de Administração Mackenzie
• Texto Completo: https://editorarevistas.mackenzie.br/index.php/RAM/article/view/110

Identifying important attributes in the consumer decision-making process is a difficult task for marketing professionals. Based on this context, this paper presents the attributes considered more important by consumers in the notebook decision-making process. For such propose, it was made an exploratory research shared in two parts, one qualitative, and another one quantitative. In the qualitative part, 42 attributes consider in the notebook purchasing moment were found. In the quantitative part, the questionnaire was applied in a sample of 131 people. The results, using exploratory factor analysis, showed that the 24 attributes correspond to five dimensions. The factors were called pleasure and benefits, notebook features, performance, attention and operational. In the end, the attributes were classified according to the proposed by theory. Final considerations and suggestions for future research are also presented.