AN ANALYSIS OF THE IMPORTANT ATRIBUTES IN THE NOTEBOOK CONSUMER DECISION MAKING PROCESS USING FACTOR ANALYSIS AND MULTIDIMENSIONAL SCALING
Autor(a) principal: | |
---|---|
Data de Publicação: | 2008 |
Outros Autores: | |
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 |
Resumo: | 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. |
id |
MACKENZIE_2afd3f8586bc49e205ba4989881c9075 |
---|---|
oai_identifier_str |
oai:ojs.editorarevistas.mackenzie.br:article/110 |
network_acronym_str |
MACKENZIE |
network_name_str |
RAM. Revista de Administração Mackenzie |
repository_id_str |
|
spelling |
AN ANALYSIS OF THE IMPORTANT ATRIBUTES IN THE NOTEBOOK CONSUMER DECISION MAKING PROCESS USING FACTOR ANALYSIS AND MULTIDIMENSIONAL SCALINGUma análise dos atributos importantes no processo de decisão de compra de notebooks utilizando análise fatorial e escalonamento multidimensionalIdentifying 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.Identificar atributos importantes no processo decisório do consumidor é uma tarefa árdua para profissionais de marketing. Diversos são os segmentos que necessitam de tais tipos de pesquisas. Com base nesse contexto, este artigo tem como objetivo identificar os atributos importantes considerados pelos consumidores na compra de notebook. Para tal fim, realizou-se uma pesquisa exploratória-qualitativa por meio da entrevista de profundidade com profissionais da área de informática e com potenciais compradores de notebook. Os resultados, após análise de conteúdo, demonstraram 42 atributos considerados para a compra. Em um segundo momento foi realizada uma etapa quantitativa tipo survey com uma amostra bola-de-neve de 131 entrevistados. Assim, após aplicação da análise fatorial exploratória, cinco dimensões foram identificadas, correspondendo aos atributos mais importantes para o processo de decisão de compra. As dimensões foram classificadas como prazer e benefício, características do aparelho, desempenho, cautela e operacional. Por fim, conclusões finais e pesquisas futuras são apresentadas e discutidas.PALAVRAS-CHAVE: Atributos; Processo decisório; Notebook; Análise fatorial exploratória.Editora Mackenzie2008-07-30info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionapplication/pdfapplication/pdfapplication/pdfhttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/110Revista de Administração Mackenzie; Vol. 7 No. 4 (2006)Revista de Administração Mackenzie; Vol. 7 Núm. 4 (2006)Revista de Administração Mackenzie (Mackenzie Management Review); v. 7 n. 4 (2006)1678-69711518-6776reponame:RAM. Revista de Administração Mackenzieinstname:Universidade Presbiteriana Mackenzie (MACKENZIE)instacron:MACKENZIEporengspahttps://editorarevistas.mackenzie.br/index.php/RAM/article/view/110/110https://editorarevistas.mackenzie.br/index.php/RAM/article/view/110/1875https://editorarevistas.mackenzie.br/index.php/RAM/article/view/110/1876Copyright (c) 2015 Revista de Administração Mackenzieinfo:eu-repo/semantics/openAccessVieira, Valter AfonsoSlongo, Luiz Antonio2011-01-14T21:06:56Zoai:ojs.editorarevistas.mackenzie.br:article/110Revistahttps://editorarevistas.mackenzie.br/index.php/RAM/PUBhttps://editorarevistas.mackenzie.br/index.php/RAM/oairevista.adm@mackenzie.br1678-69711518-6776opendoar:2024-04-19T17:00:27.333468RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE)false |
dc.title.none.fl_str_mv |
AN ANALYSIS OF THE IMPORTANT ATRIBUTES IN THE NOTEBOOK CONSUMER DECISION MAKING PROCESS USING FACTOR ANALYSIS AND MULTIDIMENSIONAL SCALING Uma análise dos atributos importantes no processo de decisão de compra de notebooks utilizando análise fatorial e escalonamento multidimensional |
title |
AN ANALYSIS OF THE IMPORTANT ATRIBUTES IN THE NOTEBOOK CONSUMER DECISION MAKING PROCESS USING FACTOR ANALYSIS AND MULTIDIMENSIONAL SCALING |
spellingShingle |
AN ANALYSIS OF THE IMPORTANT ATRIBUTES IN THE NOTEBOOK CONSUMER DECISION MAKING PROCESS USING FACTOR ANALYSIS AND MULTIDIMENSIONAL SCALING Vieira, Valter Afonso |
title_short |
AN ANALYSIS OF THE IMPORTANT ATRIBUTES IN THE NOTEBOOK CONSUMER DECISION MAKING PROCESS USING FACTOR ANALYSIS AND MULTIDIMENSIONAL SCALING |
title_full |
AN ANALYSIS OF THE IMPORTANT ATRIBUTES IN THE NOTEBOOK CONSUMER DECISION MAKING PROCESS USING FACTOR ANALYSIS AND MULTIDIMENSIONAL SCALING |
title_fullStr |
AN ANALYSIS OF THE IMPORTANT ATRIBUTES IN THE NOTEBOOK CONSUMER DECISION MAKING PROCESS USING FACTOR ANALYSIS AND MULTIDIMENSIONAL SCALING |
title_full_unstemmed |
AN ANALYSIS OF THE IMPORTANT ATRIBUTES IN THE NOTEBOOK CONSUMER DECISION MAKING PROCESS USING FACTOR ANALYSIS AND MULTIDIMENSIONAL SCALING |
title_sort |
AN ANALYSIS OF THE IMPORTANT ATRIBUTES IN THE NOTEBOOK CONSUMER DECISION MAKING PROCESS USING FACTOR ANALYSIS AND MULTIDIMENSIONAL SCALING |
author |
Vieira, Valter Afonso |
author_facet |
Vieira, Valter Afonso Slongo, Luiz Antonio |
author_role |
author |
author2 |
Slongo, Luiz Antonio |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Vieira, Valter Afonso Slongo, Luiz Antonio |
description |
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. |
publishDate |
2008 |
dc.date.none.fl_str_mv |
2008-07-30 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/110 |
url |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/110 |
dc.language.iso.fl_str_mv |
por eng spa |
language |
por eng spa |
dc.relation.none.fl_str_mv |
https://editorarevistas.mackenzie.br/index.php/RAM/article/view/110/110 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/110/1875 https://editorarevistas.mackenzie.br/index.php/RAM/article/view/110/1876 |
dc.rights.driver.fl_str_mv |
Copyright (c) 2015 Revista de Administração Mackenzie info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Copyright (c) 2015 Revista de Administração Mackenzie |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
Editora Mackenzie |
publisher.none.fl_str_mv |
Editora Mackenzie |
dc.source.none.fl_str_mv |
Revista de Administração Mackenzie; Vol. 7 No. 4 (2006) Revista de Administração Mackenzie; Vol. 7 Núm. 4 (2006) Revista de Administração Mackenzie (Mackenzie Management Review); v. 7 n. 4 (2006) 1678-6971 1518-6776 reponame:RAM. Revista de Administração Mackenzie instname:Universidade Presbiteriana Mackenzie (MACKENZIE) instacron:MACKENZIE |
instname_str |
Universidade Presbiteriana Mackenzie (MACKENZIE) |
instacron_str |
MACKENZIE |
institution |
MACKENZIE |
reponame_str |
RAM. Revista de Administração Mackenzie |
collection |
RAM. Revista de Administração Mackenzie |
repository.name.fl_str_mv |
RAM. Revista de Administração Mackenzie - Universidade Presbiteriana Mackenzie (MACKENZIE) |
repository.mail.fl_str_mv |
revista.adm@mackenzie.br |
_version_ |
1796794716232089600 |