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Advisor(s)
Abstract(s)
Hoje, mais do que nunca, marcas e marketeers têm de conhecer e identificar com
rigor quem são efetivamente os seus clientes por forma a saberem com quem e de que
forma têm de comunicar. Partindo desta constatação imprescindível, temos neste estudo
por objetivo conhecer e melhor compreender as mulheres compradoras de vestuário
masculino para terceiros.
Identificar as razões que as levam a comprar, o canal de compra escolhido e os
processos que adotam na decisão de compra foram também prioridades no presente estudo.
Dessa maneira, especial atenção foi dada às motivações, atitudes, frequência e
comportamentos de compra, bem como às diferenças registadas nos dois canais de compra
– loja física e online.
Da pesquisa teórica efetuada não conseguimos encontrar estudos com este
particular foco, pelo que optamos por uma investigação exploratória de cariz
essencialmente qualitativa. Recorremos a um inquérito por questionário com perguntas
fechadas, aplicado a uma amostra de indivíduos de sexo feminino, maiores de 18 anos,
compradoras mas não consumidoras de vestuário masculino.
Os dados recolhidos depois de analisados permitiram concluir que a mulher, na
qualidade de cliente de vestuário masculino, desempenha vários papéis no processo de
compra e que nesta linha de pensamento, a mulher deve ser considerada pelos marketeers
ao mesmo nível que o consumidor de vestuário masculino. Adicionalmente, conseguimos
concluir que o consumo efetuado na loja tradicional e virtual é diferenciado entre si.
More than ever before, brands and marketers feel the need to identify and know who their clients truly are in order to efficiently communicate with them. With this assumption, the present study has its main aim to uncover and acknowledge who are the women who buy men’s clothing for a third party. Identifying the reasons which lead women to buy, the purchasing channel they chose and the processes they adopt in the purchase decision were also priorities in the present study. Therefore, special attention was given to their motivations, attitudes, frequency and purchase behaviour, as well as to the differences registered in the physical and online shopping channels. From the research carried, we were not able to find studies with this particular focus, resulting in an exploratory research, essentially with a qualitative nature. A closed questioned survey was conducted to a sample of female individuals, over 18 years who purchase menswear for a third party. The data collected, allowed us to conclude that women, as a client of men’s clothing, plays several roles throughout the buying process. In this line of reasoning, women should be considered by marketers with the same importance as male buyers, in this specific issue. Additionally, we furthered concluded that the consumption made in the traditional and online store is differentiated between them.
More than ever before, brands and marketers feel the need to identify and know who their clients truly are in order to efficiently communicate with them. With this assumption, the present study has its main aim to uncover and acknowledge who are the women who buy men’s clothing for a third party. Identifying the reasons which lead women to buy, the purchasing channel they chose and the processes they adopt in the purchase decision were also priorities in the present study. Therefore, special attention was given to their motivations, attitudes, frequency and purchase behaviour, as well as to the differences registered in the physical and online shopping channels. From the research carried, we were not able to find studies with this particular focus, resulting in an exploratory research, essentially with a qualitative nature. A closed questioned survey was conducted to a sample of female individuals, over 18 years who purchase menswear for a third party. The data collected, allowed us to conclude that women, as a client of men’s clothing, plays several roles throughout the buying process. In this line of reasoning, women should be considered by marketers with the same importance as male buyers, in this specific issue. Additionally, we furthered concluded that the consumption made in the traditional and online store is differentiated between them.
Description
Keywords
Consumo Clientes Comportamento Loja tradicional Loja online Consumption Customers Purchasing behaviour Physical store Online store