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Abstract(s)
A crise económica (final de 2008 e início de 2009) afetou os padrões de comportamento do consumidor, que durante o período de pré-crise foram caracterizados por um consumo hedonista, e um notável nível de materialismo. Grande parte dos consumidores perderam parte significativa dos seus rendimentos o que, consequentemente, e de forma a conseguir responder às pressões externas, os levou a alterar o seu comportamento e processo de tomada de decisão de compra. O presente trabalho final de mestrado examina a influência da crise no processo de decisão de compra do consumidor, mediado pelo perfil do consumidor bem como pelo papel das marcas. Com vista à investigação dos tópicos anteriormente citados, foi realizada uma cuidada revisão de literatura e um estudo quantitativo através da administração de questionários. Desta forma, foi então possível responder às questões de investigação propostas. O estudo revela que a crise tem impacto nas várias fases do processo de decisão de compra, sendo que este impacto varia consoante as características demográficas e psicográficas do consumidor e também com a lealdade do mesmo por determinadas marcas.
The economic crisis (end of 2008 and the begining of 2009) affected the patterns of the consumer behavior, which during pre crisis period were characterized for an hedonic consumption, and a remarkable level of materialism. A great part of the consumers have lost a significant part of their incomes which consenquently, to face external pressures, influenced their behavior and their consumer buying decision process. This paper examines the influence of the crisis on the consumer buying decision process, mediated by consumer profile and brands. In order to research the abovementioned topics, it was realized a carefully literature review and a quantitative study based on the administration of questionnaires. In this way, it was possible to answer to the proposed research questions. The study shows that the crisis have impact on the different stages of the consumer buying decision process. This impact varies amongst different demographic and psicographic features of the consumer, as well the consumer brand loyalty.
The economic crisis (end of 2008 and the begining of 2009) affected the patterns of the consumer behavior, which during pre crisis period were characterized for an hedonic consumption, and a remarkable level of materialism. A great part of the consumers have lost a significant part of their incomes which consenquently, to face external pressures, influenced their behavior and their consumer buying decision process. This paper examines the influence of the crisis on the consumer buying decision process, mediated by consumer profile and brands. In order to research the abovementioned topics, it was realized a carefully literature review and a quantitative study based on the administration of questionnaires. In this way, it was possible to answer to the proposed research questions. The study shows that the crisis have impact on the different stages of the consumer buying decision process. This impact varies amongst different demographic and psicographic features of the consumer, as well the consumer brand loyalty.
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Keywords
Comportamento do consumidor Processo de decisão de compra Crise Marca Lealdade Consumer behavior Consumer buying decision process Crisis Brand Loyalty