Soteropolitano Consumer Behavior: An Approach to Quantitative Analysis of Groups of Reference and Attributes Influencing the Purchase of Soft Drinks
Autor(a) principal: | |
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Data de Publicação: | 2012 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/11966 |
Resumo: | In a survey conducted by the Brazilian Institute of Geography and Statistics (IBGE) (2010), the Northeast region of Brazil configured as the lowest per capita consumers of soda as compared to other regions in the country; and the state of Bahia was in 6TH place among the northeastern states. Thus, Salvador (Bahia) is in the ranking of the capitals that least consumes this kind of drink. In a literature review, Souki, Christino, and Pereira (2005), show that, despite the economic importance of the industry of soft drinks in Brazil, there are rarely scientific incursions on the behavior of consumers of these products, leaving us with little information about this theme. From that, the present study was developed with the objective of understanding and characterizing the behavior of consumer purchasing soteropolitano of soft drinks, identifying their consumption habits and decisions that are taken at the time of purchase of the product, the reference groups, and the attributes considered important in their purchase decision. For both, a descriptive survey was carried out, with quantitative variables, totaling 429 personal interviews in different neighborhoods of Salvador, in places with a large flow of people, such as educational institutions and public spaces. It was found that most of the interviewees choose which soft drink to buy based on their experiences. We did observe a mild influence of characteristics of groups on the decision to purchase the product. However, in relation to the attributes of the soft drink, it was found that the flavor, the brand, and price are the attributes considered most decisive by interviewees in their purchase decision. |
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Soteropolitano Consumer Behavior: An Approach to Quantitative Analysis of Groups of Reference and Attributes Influencing the Purchase of Soft DrinksComportamento do Consumidor Soteropolitano: Uma Abordagem Quantitativa para Análise dos Grupos de Referência e Atributos Decisivos na Compra de RefrigerantesProfile of the consumer; Soft drink market; Salvador.perfil do consumidor; mercado de refrigerante; SalvadorIn a survey conducted by the Brazilian Institute of Geography and Statistics (IBGE) (2010), the Northeast region of Brazil configured as the lowest per capita consumers of soda as compared to other regions in the country; and the state of Bahia was in 6TH place among the northeastern states. Thus, Salvador (Bahia) is in the ranking of the capitals that least consumes this kind of drink. In a literature review, Souki, Christino, and Pereira (2005), show that, despite the economic importance of the industry of soft drinks in Brazil, there are rarely scientific incursions on the behavior of consumers of these products, leaving us with little information about this theme. From that, the present study was developed with the objective of understanding and characterizing the behavior of consumer purchasing soteropolitano of soft drinks, identifying their consumption habits and decisions that are taken at the time of purchase of the product, the reference groups, and the attributes considered important in their purchase decision. For both, a descriptive survey was carried out, with quantitative variables, totaling 429 personal interviews in different neighborhoods of Salvador, in places with a large flow of people, such as educational institutions and public spaces. It was found that most of the interviewees choose which soft drink to buy based on their experiences. We did observe a mild influence of characteristics of groups on the decision to purchase the product. However, in relation to the attributes of the soft drink, it was found that the flavor, the brand, and price are the attributes considered most decisive by interviewees in their purchase decision.Em levantamento realizado pelo IBGE (2010), a regio Nordeste configurou como o menor consumo per capita de refrigerante se comparado as demais regies do pas; e o estado da Bahia ficou em 6 lugar dentre os estados nordestinos. Assim, Salvador (BA) est no ranking das capitais que menos consome esse tipo de bebida. Segundo Souki; Christino e Pereira (2005), apesar da importncia econmica da indstria de refrigerantes no Brasil, a reviso da literatura mostra que so raras as incurses cientficas sobre o comportamento dos consumidores de tais produtos, fazendo com que tal tema ainda permanea pouco conhecido. A partir disso, o presente estudo desenvolveu-se com o objetivo de conhecer e caracterizar o comportamento de compra do consumidor soteropolitano de refrigerantes, identificando seus hbitos de consumo e decises que so tomadas no momento da compra do produto, os grupos de referncia, e os atributos considerados importantes para a sua deciso de compra. Para tanto, foi realizado um levantamento do tipo survey, de natureza descritiva, com variveis quantitativas, totalizando 429 entrevistas pessoais em diferentes bairros de Salvador, em locais com grande fluxo de pessoas, como instituies de ensino e espaos pblicos. Verificou-se que a maior parte dos entrevistados escolhe qual refrigerante comprar com base em suas experincias. No entanto, observou-se a influncia de alguns grupos de referncia no processo de compra do produto ao relacionar com algumas variveis de segmentao. Em relao aos atributos do refrigerante, constatou-se que o sabor, a marca e o preo so os atributos considerados mais decisivos pelos entrevistados em sua deciso de compra. DOI: 10.5585/remark.v11i3.2383Universidade Nove de Julho - Uninove2012-12-26info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1196610.5585/remark.v11i3.2383ReMark - Revista Brasileira de Marketing; v. 11, n. 3 (2012): setembro - dezembro; 168-1912177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/11966/5590Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessMarques, Erica FerreiraNeiva, Tamara Moreira da Silva2019-06-21T15:21:17Zoai:https://periodicos.uninove.br:article/11966Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T15:21:17REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Soteropolitano Consumer Behavior: An Approach to Quantitative Analysis of Groups of Reference and Attributes Influencing the Purchase of Soft Drinks Comportamento do Consumidor Soteropolitano: Uma Abordagem Quantitativa para Análise dos Grupos de Referência e Atributos Decisivos na Compra de Refrigerantes |
title |
Soteropolitano Consumer Behavior: An Approach to Quantitative Analysis of Groups of Reference and Attributes Influencing the Purchase of Soft Drinks |
spellingShingle |
Soteropolitano Consumer Behavior: An Approach to Quantitative Analysis of Groups of Reference and Attributes Influencing the Purchase of Soft Drinks Marques, Erica Ferreira Profile of the consumer; Soft drink market; Salvador. perfil do consumidor; mercado de refrigerante; Salvador |
title_short |
Soteropolitano Consumer Behavior: An Approach to Quantitative Analysis of Groups of Reference and Attributes Influencing the Purchase of Soft Drinks |
title_full |
Soteropolitano Consumer Behavior: An Approach to Quantitative Analysis of Groups of Reference and Attributes Influencing the Purchase of Soft Drinks |
title_fullStr |
Soteropolitano Consumer Behavior: An Approach to Quantitative Analysis of Groups of Reference and Attributes Influencing the Purchase of Soft Drinks |
title_full_unstemmed |
Soteropolitano Consumer Behavior: An Approach to Quantitative Analysis of Groups of Reference and Attributes Influencing the Purchase of Soft Drinks |
title_sort |
Soteropolitano Consumer Behavior: An Approach to Quantitative Analysis of Groups of Reference and Attributes Influencing the Purchase of Soft Drinks |
author |
Marques, Erica Ferreira |
author_facet |
Marques, Erica Ferreira Neiva, Tamara Moreira da Silva |
author_role |
author |
author2 |
Neiva, Tamara Moreira da Silva |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Marques, Erica Ferreira Neiva, Tamara Moreira da Silva |
dc.subject.por.fl_str_mv |
Profile of the consumer; Soft drink market; Salvador. perfil do consumidor; mercado de refrigerante; Salvador |
topic |
Profile of the consumer; Soft drink market; Salvador. perfil do consumidor; mercado de refrigerante; Salvador |
description |
In a survey conducted by the Brazilian Institute of Geography and Statistics (IBGE) (2010), the Northeast region of Brazil configured as the lowest per capita consumers of soda as compared to other regions in the country; and the state of Bahia was in 6TH place among the northeastern states. Thus, Salvador (Bahia) is in the ranking of the capitals that least consumes this kind of drink. In a literature review, Souki, Christino, and Pereira (2005), show that, despite the economic importance of the industry of soft drinks in Brazil, there are rarely scientific incursions on the behavior of consumers of these products, leaving us with little information about this theme. From that, the present study was developed with the objective of understanding and characterizing the behavior of consumer purchasing soteropolitano of soft drinks, identifying their consumption habits and decisions that are taken at the time of purchase of the product, the reference groups, and the attributes considered important in their purchase decision. For both, a descriptive survey was carried out, with quantitative variables, totaling 429 personal interviews in different neighborhoods of Salvador, in places with a large flow of people, such as educational institutions and public spaces. It was found that most of the interviewees choose which soft drink to buy based on their experiences. We did observe a mild influence of characteristics of groups on the decision to purchase the product. However, in relation to the attributes of the soft drink, it was found that the flavor, the brand, and price are the attributes considered most decisive by interviewees in their purchase decision. |
publishDate |
2012 |
dc.date.none.fl_str_mv |
2012-12-26 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/11966 10.5585/remark.v11i3.2383 |
url |
https://periodicos.uninove.br/remark/article/view/11966 |
identifier_str_mv |
10.5585/remark.v11i3.2383 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/11966/5590 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 11, n. 3 (2012): setembro - dezembro; 168-191 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
_version_ |
1799138640430891008 |