Avaliação do processo de compra de alto envolvimento : aplicação da escala Consumer Styles Inventory ao mercado brasileiro de veículos comerciais leves

• Autor(a) principal: Baldini, Ana Paula Teixeira
• Data de Publicação: 2017
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da ESPM
• Texto Completo: http://tede2.espm.br/handle/tede/258
• topic: comportamento do consumidor; Consumer Styles Inventory; fontes de recomendação; decisão de alto envolvimento; veículos comerciais leves; consumer behavior; Consumer Styles Inventory; information sources; high involvement decisions; light commercial vehicles; CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO

Evaluate buying process from consumer behavior perspective is key to develop effective marketing strategies. Its importance grows as the involvement increases and decision process is perceived as riskier and more complex, especially in the search for information. In this scenario, this dissertation presents an involvement measurement for a specific category purchase: light commercial vehicles. The target is to present also the decision style that the consumer adopts in the buying process, through a scale that captures cognitive and emotional factors, known as Consumer Styles Inventory or CSI. It is also evaluated the importance of recommendations sources as they play an important role in this context, impacting not only the style adopted, but also the final choice. Therefore, it is presented four consumer clusters, according to the styles adopted. It was highlighted involvement and importance of recommendations source in the buying process for the four groups. These goals were achieved through a survey collected from 311 Brazilian buyers of light commercial vehicles. The results confirm the relationship between the constructs decision styles and involvement, as well identifies the most important recommendation sources on the buying process, according to the four clusters. Management implications are also presented based not only on the analysis and results from the survey but also in the experience of field interviews. Based on analysis and results, it is recommended improvements on the scale due low internal consistency of four CSI factors. Besides that, opportunities related to further exploratory studies and transversal analysis are presented as relevant for the light commercial vehicle buying process.