Análise de aspectos característicos do comportamento de consumo das noivas

• Autor(a) principal: Menezes, Andressa Arruda
• Data de Publicação: 2015
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/26007
• topic: Comportamento do consumidor; Casamento; Promoção de eventos especiais

This study aims to map the consumption behavior performed by women in a marriage context, in order to identify an idealized consumption, the way is the decision-making process, the perceived risks and what influence them. Thus, the theories were discussed relating the consumer behavior, since the concept and characterization by differents views, needs and consumer motivations, influences and the description of the decision-making process, so the theoretical survey resulted in a conceptual research model. The qualitative method was the basis for the development of this study. In terms of methodological procedures it was made up interviews use, a predetermined scheme of questions which the order of their formulations were used as the response of the interviewed. Therefore, 10 women were interviewed between newlyweds and brides. Subsequently, the interviews were transcribed. The results indicate that, in fact, women play a distinct role in the case of facing the wedding consumption and there is an idealized consumption often designed from childhood or adolescence. There is also a complex process of decision-making, influenced by the perceived risks, in the case of a consumer who requires high investment, and the cultural, social and personal influences.