Estimativa de qualidade, conhecimento e valor de atributos utilitários de veículos

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

In order to identify consumer necessities, as well as understand consumer behavior, researchers have been developed different methodologies that allow them to analyze several factors involved in buying behavior. Nowadays, it has been growing research under the Behavioral Perspective Model, developed by Foxall (e.g. 1990), under the scope of Behaviorism and Behavior Analysis. Based in this approach, the present study primarily aimed to evaluate how 208 participants estimate cars knowing and quality, and evaluation of several attributes (comfort, safety, maintenance, durability, and price), and their importance in cars choice. Attributes analysis was not systematically different between car owners and non-owners, except for comfort, that was evaluated more positively by non-owners. Buying frequency data from October, 2008, and from all over this year were related to knowing-quality-mean (KQM). A power function fit to these data, and showed that knowing-quality-mean can be used as predictive for consumer behavior.

ASSUNTO(S)

compra psicologia kqm choice escolha mcq consumer behavior comportamento do consumidor buying

ACESSO AO ARTIGO

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