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Advisor(s)
Abstract(s)
O surgimento da Geração Millennial significou o surgimento de uma nova era de
consumo. Assistimos, hoje em dia, a uma realidade em que possuir informação sobre uma
marca está à distância de um clique; em que partilhar experiências e feedback de produtos
com a comunidade nunca foi tão simples e impactante; em que o consumidor deixa de ser
parte passiva do processo de consumo para se tornar numa parte ativa, com voz marcante
nos processos criativos das marcas e influente para com os demais consumidores. Tornou-se vital que uma marca conheça com profundidade aquele para quem comunica,
entendendo o comportamento do consumidor e aquilo que motiva o seu processo de
decisão de compra. Neste sentido, a presente investigação tem como principal objetivo
estudar o processo de decisão de compra da geração Millennial, aprofundando as suas
características e entendendo quais os fatores e valores que influenciam esta geração na
sua decisão de consumo, nomeadamente, no que diz respeito aos desodorizantes da marca
Dove.
Os principais resultados apurados revelaram que os fatores que mais influenciam a
geração Millennial no processo de decisão de compra de desodorizantes Dove suportamse na função específica do desodorizante, no preço, na qualidade, no aroma e no local de
venda, destacando-se ainda, a importância da sustentabilidade e responsabilidade social
da marca. Como valores mais significativos apurados na investigação que influenciam o
processo de decisão de compra de desodorizantes Dove destacam-se os de cariz funcional
e condicional.
The rise of the Millennial Generation meant the rise of a new era of consumption. Today, we are witnessing a reality in which having information about a brand is just a click away; where sharing experiences and product feedback with the community has never been simpler and more impactful; where the consumer stops being a passive part of the consumption process to become an active part, with a strong voice in the brands’ creative processes and influential towards other consumers. It has become vital for a brand to know in depth to whom it communicates, understanding consumer behavior and what motivates its purchase decision process. In this sense, the present investigation has as a main goal to study the purchase decision process of the Millennial generation, deepening its characteristics and understanding which factors influence this generation in its consumption decision, namely, with regard to the brand Dove and its deodorants. The main results revealed that the factors that most influence the Millennial generation in the Dove deodorant purchase decision process are supported by the deodorant's specific function, price, quality, aroma and place of sale, standing out also, the importance of brand’s sustainability and social responsibility. As the most significant values found in the investigation that influence the Dove deodorant purchase decision process, those of a functional and conditional nature stand out.
The rise of the Millennial Generation meant the rise of a new era of consumption. Today, we are witnessing a reality in which having information about a brand is just a click away; where sharing experiences and product feedback with the community has never been simpler and more impactful; where the consumer stops being a passive part of the consumption process to become an active part, with a strong voice in the brands’ creative processes and influential towards other consumers. It has become vital for a brand to know in depth to whom it communicates, understanding consumer behavior and what motivates its purchase decision process. In this sense, the present investigation has as a main goal to study the purchase decision process of the Millennial generation, deepening its characteristics and understanding which factors influence this generation in its consumption decision, namely, with regard to the brand Dove and its deodorants. The main results revealed that the factors that most influence the Millennial generation in the Dove deodorant purchase decision process are supported by the deodorant's specific function, price, quality, aroma and place of sale, standing out also, the importance of brand’s sustainability and social responsibility. As the most significant values found in the investigation that influence the Dove deodorant purchase decision process, those of a functional and conditional nature stand out.
Description
Keywords
Geração Millennial Comportamento do consumidor Decisão de compra Prosumer Millennial generation Consumer behaviour Purchase decision