PURCHASE AND CONSUMPTION BEHAVIOR IN THE CLOTHING SEGMENT OF PREMIUM BRANDS IN CUIABA

• Autor(a) principal: Pereira, Wictória
• Data de Publicação: 2022
• Outros Autores: Mirialdo Chaves Trigueiro, Francisco
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Revista Estudos e Pesquisas em Administração
• Texto Completo: https://periodicoscientificos.ufmt.br/ojs/index.php/repad/article/view/13921
• topic: Comportamento do consumidor; Moda; Vestuário premium; Luxo; Consumer behavior; Fashion; Premium clothing; Lux

Increasingly, companies need to develop and implement strategies that satisfy consumers' needs and wants. In that regard, market segmentation presents itself as a way of specifying directions and efforts for a unique audience. In particular, the premium outfit segment represents a significant portion of fashion retail. Thus, the main objective of this study is to analyze the purchase and consumption behavior in the clothing segment of premium brands in the city of Cuiabá. Therefore, mixed research was carried out based on four interviews with store managers in the studied segment and a survey with consumers. The main results characterize the convergence in the view of consumers and managers in perceiving the segment as synonymous with quality and durability and the divergence between them in terms of the perception of exclusivity as differential.