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Abstract(s)
O objetivo da presente dissertação é aferir como se demonstra a participação do consumidor feminino
no processo de decisão de compra do consumidor masculino, se ocorre uma influência e um
envolvimento do consumidor feminino na compra de vestuário masculino, e se existe algum tipo de
dependência masculina. Através de uma questão de investigação sustentada por seis variáveis
distintas, foi possível concluir que existe de facto uma certa dependência do sexo masculino na
compra do seu vestuário, apesar de não ser absoluta, e que grande parte da influência e do
envolvimento das mulheres no processo de decisão de compra, ocorre principalmente quando estas
são movidas pela emoção. Simultaneamente, a participação das inquiridas é suficiente para que se
apercebam que existem efetivamente atributos a serem valorizados na compra de vestuário para os
seus parceiros, que muitas vezes não são os mais valorizados na compra do seu próprio vestuário, e
que existe também uma maior participação da mulher na compra de vestuário em determinadas
categorias no que noutras.
The objective of this dissertation is to verify how the participation of the female consumer in the decision to purchase the male consumer is demonstrated, if there is an influence and involvement of the female consumer in the purchase of men's clothing, and if there is any kind of male dependency. Through a question of investigation supported by six variables, it was possible to conclude that there is in fact a certain dependence of the Male consumer on the purchase of his clothing, although this is not absolute, that much of the influence and involvement of women in the process of buying decision, occurs mainly when it’s moved by emotion. At the same time, the participation of the respondents is enough to realize that there are indeed attributes to be valued in the purchase of clothing for their partner, who often are not the most valued in the purchase of their own clothing, and that there is also a greater participation of women in the purchase of clothing of certain categories than others.
The objective of this dissertation is to verify how the participation of the female consumer in the decision to purchase the male consumer is demonstrated, if there is an influence and involvement of the female consumer in the purchase of men's clothing, and if there is any kind of male dependency. Through a question of investigation supported by six variables, it was possible to conclude that there is in fact a certain dependence of the Male consumer on the purchase of his clothing, although this is not absolute, that much of the influence and involvement of women in the process of buying decision, occurs mainly when it’s moved by emotion. At the same time, the participation of the respondents is enough to realize that there are indeed attributes to be valued in the purchase of clothing for their partner, who often are not the most valued in the purchase of their own clothing, and that there is also a greater participation of women in the purchase of clothing of certain categories than others.
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Keywords
Marketing Comportamento do consumidor Consumidor masculino Consumidor feminino Consumer behavior Male consumer Female consumer