Avaliação do processo de compra de alto envolvimento : aplicação da escala Consumer Styles Inventory ao mercado brasileiro de veículos comerciais leves
Autor(a) principal: | |
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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 |
Resumo: | 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. |
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Ponchio, Mateus CaniattiStrehlau, Vivian IaraSilva, Leonardo Aureliano da286.403.678-92http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4764741U7Baldini, Ana Paula Teixeira2017-11-22T13:00:53Z2017-03-22Baldini, Ana Paula Teixeira. Avaliação do processo de compra de alto envolvimento : aplicação da escala Consumer Styles Inventory ao mercado brasileiro de veículos comerciais leves. 2017. [149 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] .http://tede2.espm.br/handle/tede/258Evaluate 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.Avaliar o processo de compra sob a perspectiva do comportamento do consumidor é fundamental para traçar estratégias de marketing efetivas. A importância dessa compreensão cresce na medida em que aumenta o envolvimento na compra, ou seja, a decisão é percebida como mais arriscada e o processo, mais complexo, principalmente no tocante à busca de informações. Nesse sentido, essa dissertação apresenta o mensuramento do envolvimento em uma compra de categoria específica: veículos comerciais leves. Busca-se explicitar o estilo que o mesmo adota nesse processo de decisão, por meio de uma escala que captura fatores cognitivos e emocionais, conhecida como Consumer Styles Inventory, ou CSI. Sabe-se que as fontes de recomendações têm papel importante nesse processo, impactando não somente o estilo adotado, mas também a escolha final. Assim, adicionalmente associou-se os estilos do consumidor, ao envolvimento e às fontes de recomendações importantes no processo de compra. Esses objetivos foram atingidos por meio de pesquisa quantitativa com uma amostra de 311 respondentes brasileiros consumidores de veículos comerciais leves, que gerou quatro grupos distintos de consumidores. Os resultados confirmaram o relacionamento entre os construtos estilos decisórios e envolvimento, bem como identificaram as fontes de informação mais importantes no processo de compra, apresentando-os de maneira segmentada. A aplicabilidade gerencial da dissertação é discorrida, a partir da pesquisa quantitativa, bem como a partir da experiência de entrevistas presenciais. Baseando-se nas análises e resultados, sugerem-se melhorias da escala para a categoria de produto, devido a baixa consistência interna de quatro fatores do CSI. Além disso, oportunidades relacionadas a estudos exploratórios e transversais são apresentados como relevantes para o contexto de compra de veículos comerciais leves.Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2017-11-22T12:41:30Z No. of bitstreams: 1 ANA PAULA TEIXEIRA BALDINI.pdf: 3710864 bytes, checksum: 138420c4029a61f1d93cdc63b5865011 (MD5)Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2017-11-22T12:42:00Z (GMT) No. of bitstreams: 1 ANA PAULA TEIXEIRA BALDINI.pdf: 3710864 bytes, checksum: 138420c4029a61f1d93cdc63b5865011 (MD5)Approved for entry into archive by Ana Cristina Ropero (ana@espm.br) on 2017-11-22T13:00:44Z (GMT) No. of bitstreams: 1 ANA PAULA TEIXEIRA BALDINI.pdf: 3710864 bytes, checksum: 138420c4029a61f1d93cdc63b5865011 (MD5)Made available in DSpace on 2017-11-22T13:00:53Z (GMT). No. of bitstreams: 1 ANA PAULA TEIXEIRA BALDINI.pdf: 3710864 bytes, checksum: 138420c4029a61f1d93cdc63b5865011 (MD5) Previous issue date: 2017-03-22application/pdfhttp://tede2.espm.br/retrieve/695/ANA%20PAULA%20TEIXEIRA%20BALDINI.pdf.jpgporEscola Superior de Propaganda e MarketingPrograma de Mestrado Profissional em Comportamento do ConsumidorESPMBrasilESPM::Pós-Graduação Stricto Sensucomportamento do consumidor; Consumer Styles Inventory; fontes de recomendação; decisão de alto envolvimento; veículos comerciais levesconsumer behavior; Consumer Styles Inventory; information sources; high involvement decisions; light commercial vehiclesCIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOAvaliação do processo de compra de alto envolvimento : aplicação da escala Consumer Styles Inventory ao mercado brasileiro de veículos comerciais levesEvaluation of the process of purchase of high involvement: application of the scale Consumer Styles Inventory to the Brazilian market of light commercial vehiclesinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis-5003969050085565866500500600-4455193753091852328-4056021055502874573info:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da ESPMinstname:Escola Superior de Propaganda e Marketing (ESPM)instacron:ESPMLICENSElicense.txtlicense.txttext/plain; charset=utf-81912http://tede2.espm.br:8080/tede/bitstream/tede/258/1/license.txt652c58b294e08ded719d10bdbc42f8ceMD51ORIGINALANA PAULA TEIXEIRA BALDINI.pdfANA PAULA TEIXEIRA BALDINI.pdfapplication/pdf3710864http://tede2.espm.br:8080/tede/bitstream/tede/258/2/ANA+PAULA+TEIXEIRA+BALDINI.pdf138420c4029a61f1d93cdc63b5865011MD52TEXTANA PAULA TEIXEIRA BALDINI.pdf.txtANA PAULA TEIXEIRA BALDINI.pdf.txttext/plain246577http://tede2.espm.br:8080/tede/bitstream/tede/258/3/ANA+PAULA+TEIXEIRA+BALDINI.pdf.txt63ec56e0d088b57cafe1c6ef2a576f56MD53THUMBNAILANA PAULA TEIXEIRA BALDINI.pdf.jpgANA PAULA TEIXEIRA BALDINI.pdf.jpgimage/jpeg4296http://tede2.espm.br:8080/tede/bitstream/tede/258/4/ANA+PAULA+TEIXEIRA+BALDINI.pdf.jpg1d32db4d254a7e34c1060c296dd5daf9MD54tede/2582017-11-23 10:00:28.227oai:tede2.espm.br: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Biblioteca Digital de Teses e Dissertaçõeshttps://tede2.espm.br/http://tede2.espm.br/oai/requestacervodigital@espm.br||hribeiro@espm.bropendoar:2017-11-23T12:00:28Biblioteca Digital de Teses e Dissertações da ESPM - Escola Superior de Propaganda e Marketing (ESPM)false |
dc.title.por.fl_str_mv |
Avaliação do processo de compra de alto envolvimento : aplicação da escala Consumer Styles Inventory ao mercado brasileiro de veículos comerciais leves |
dc.title.alternative.eng.fl_str_mv |
Evaluation of the process of purchase of high involvement: application of the scale Consumer Styles Inventory to the Brazilian market of light commercial vehicles |
title |
Avaliação do processo de compra de alto envolvimento : aplicação da escala Consumer Styles Inventory ao mercado brasileiro de veículos comerciais leves |
spellingShingle |
Avaliação do processo de compra de alto envolvimento : aplicação da escala Consumer Styles Inventory ao mercado brasileiro de veículos comerciais leves Baldini, Ana Paula Teixeira 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 |
title_short |
Avaliação do processo de compra de alto envolvimento : aplicação da escala Consumer Styles Inventory ao mercado brasileiro de veículos comerciais leves |
title_full |
Avaliação do processo de compra de alto envolvimento : aplicação da escala Consumer Styles Inventory ao mercado brasileiro de veículos comerciais leves |
title_fullStr |
Avaliação do processo de compra de alto envolvimento : aplicação da escala Consumer Styles Inventory ao mercado brasileiro de veículos comerciais leves |
title_full_unstemmed |
Avaliação do processo de compra de alto envolvimento : aplicação da escala Consumer Styles Inventory ao mercado brasileiro de veículos comerciais leves |
title_sort |
Avaliação do processo de compra de alto envolvimento : aplicação da escala Consumer Styles Inventory ao mercado brasileiro de veículos comerciais leves |
author |
Baldini, Ana Paula Teixeira |
author_facet |
Baldini, Ana Paula Teixeira |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Ponchio, Mateus Caniatti |
dc.contributor.referee1.fl_str_mv |
Strehlau, Vivian Iara |
dc.contributor.referee2.fl_str_mv |
Silva, Leonardo Aureliano da |
dc.contributor.authorID.fl_str_mv |
286.403.678-92 |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K4764741U7 |
dc.contributor.author.fl_str_mv |
Baldini, Ana Paula Teixeira |
contributor_str_mv |
Ponchio, Mateus Caniatti Strehlau, Vivian Iara Silva, Leonardo Aureliano da |
dc.subject.por.fl_str_mv |
comportamento do consumidor; Consumer Styles Inventory; fontes de recomendação; decisão de alto envolvimento; veículos comerciais leves |
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 |
dc.subject.eng.fl_str_mv |
consumer behavior; Consumer Styles Inventory; information sources; high involvement decisions; light commercial vehicles |
dc.subject.cnpq.fl_str_mv |
CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
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. |
publishDate |
2017 |
dc.date.accessioned.fl_str_mv |
2017-11-22T13:00:53Z |
dc.date.issued.fl_str_mv |
2017-03-22 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
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masterThesis |
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publishedVersion |
dc.identifier.citation.fl_str_mv |
Baldini, Ana Paula Teixeira. Avaliação do processo de compra de alto envolvimento : aplicação da escala Consumer Styles Inventory ao mercado brasileiro de veículos comerciais leves. 2017. [149 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
dc.identifier.uri.fl_str_mv |
http://tede2.espm.br/handle/tede/258 |
identifier_str_mv |
Baldini, Ana Paula Teixeira. Avaliação do processo de compra de alto envolvimento : aplicação da escala Consumer Styles Inventory ao mercado brasileiro de veículos comerciais leves. 2017. [149 f.]. Dissertação ( Programa de Mestrado Profissional em Comportamento do Consumidor) - Escola Superior de Propaganda e Marketing, [São Paulo] . |
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Escola Superior de Propaganda e Marketing |
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