ATRIBUTOS DETERMINANTES DE COMPRA DO CONSUMIDOR MASCULINO ADULTO JOVEM NO SETOR DE VESTUÁRIO – UM ESTUDO EM UMA IES PARTICULAR DE FORTALEZA- (CE)
DOI:
https://doi.org/10.12662/2359-618xregea.v4i2.p69-82.2015Keywords:
Comportamento de compra, Atributos determinantes de compra, Hedonismo e utilitarismoAbstract
Mudanças substanciais estão acontecendo no mundo dos negócios. O aumento da concorrência é um fato desafiador em todos os segmentos. Para diferenciar-se no mercado, é essencial estudar o comportamento de compra dos indivíduos para conhecer a dinâmica que se passa nos processos de decisão que antecedem a compra. Estratégias mercadológicas que estão alinhadas a necessidades e desejos dos consumidores têm maiores chances de sucesso no cenário global atual. Desta forma, identificar os atributos determinantes de compra do consumidor masculino no setor de vestuário é o objetivo geral desse estudo. Para atendê-lo, foi realizada uma pesquisa quantitativa em forma de survey descritivo, por meio de um questionário estruturado. O estudo foi realizado em uma Instituição de Ensino Superior (IES) particular da cidade de Fortaleza (CE). A pesquisa utilizou uma amostra de natureza não probabilística por conveniência com 127 indivíduos do gênero masculino que frequentavam as dependências da IES nos turnos manhã e noite. Os resultados mostram que o cluster majoritário do consumidor masculino de vestuário tem um comportamento funcional/ utilitário e é portanto, tangível em relação à decisão de compra. O binômio preço-qualidade forma a base dos atributos determinantes de compra do público enfocado.Downloads
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