Atributos determinantes no comportamento do consumidor luandense: análise dos refrigerantes Blue
Ano de defesa: | 2016 |
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Autor(a) principal: | |
Orientador(a): | |
Banca de defesa: | |
Tipo de documento: | Dissertação |
Tipo de acesso: | Acesso aberto |
Idioma: | por |
Instituição de defesa: |
Pontifícia Universidade Católica de São Paulo
|
Programa de Pós-Graduação: |
Programa de Estudos Pós-Graduados em Administração
|
Departamento: |
Faculdade de Economia, Administração, Contábeis e Atuariais
|
País: |
Brasil
|
Palavras-chave em Português: | |
Palavras-chave em Inglês: | |
Área do conhecimento CNPq: | |
Link de acesso: | https://tede2.pucsp.br/handle/handle/19317 |
Resumo: | Consumer behavior is a widely studied topic and the findings in this field direct the marketing planning of various companies. The consumer of soft drinks, in particular, has been gaining momentum gradually as study and market area. In Angola, however, this is still in its infancy, with few published scientific research. In this sense, this study aimed to analyze the purchasing behavior of consumers of soft drinks, based on the identification of relevant attributes, influence factors and information sources valued at their purchase decision. A survey was applied (survey) with structured questions to a sample of 129 consumers in the city of Luanda, Angola, to assess their purchasing behavior based on established variables. It was found that the Blue soft drink consumers are mostly young people concentrated in the range of 18 to 30 years of age who are not yet in the labor market. On the other hand, it was found that the largest share of respondents are female and have completed higher education. It was also concluded that the variety of flavors is the factor that determines the purchase, the television media with more influence that decision |
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Trevisan, Leonardo Nelmihttp://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8028722Y2Manuel, Elisângela Valdine Diogo2016-11-16T11:48:27Z2016-09-22Manuel, Elisângela Valdine Diogo. Atributos determinantes no comportamento do consumidor luandense: análise dos refrigerantes Blue. 2016. 119 f. Dissertação (Mestrado em Administração) - Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2016.https://tede2.pucsp.br/handle/handle/19317Consumer behavior is a widely studied topic and the findings in this field direct the marketing planning of various companies. The consumer of soft drinks, in particular, has been gaining momentum gradually as study and market area. In Angola, however, this is still in its infancy, with few published scientific research. In this sense, this study aimed to analyze the purchasing behavior of consumers of soft drinks, based on the identification of relevant attributes, influence factors and information sources valued at their purchase decision. A survey was applied (survey) with structured questions to a sample of 129 consumers in the city of Luanda, Angola, to assess their purchasing behavior based on established variables. It was found that the Blue soft drink consumers are mostly young people concentrated in the range of 18 to 30 years of age who are not yet in the labor market. On the other hand, it was found that the largest share of respondents are female and have completed higher education. It was also concluded that the variety of flavors is the factor that determines the purchase, the television media with more influence that decisionO comportamento do consumidor é um tema amplamente estudado e as descobertas nesse campo direcionam o planejamento do marketing de diversas empresas. O consumidor de refrigerantes, em específico, vem ganhando destaque gradualmente como área de estudo e mercado. Em Angola, porém, esse é ainda incipiente, com poucas pesquisas científicas publicadas. Nesse sentido, o presente trabalho teve como objetivo analisar o comportamento de compra dos consumidores de refrigerantes, com base na identificação de atributos relevantes, fatores de influência e fontes de informação valorizadas na sua decisão de compra. Foi aplicado um levantamento (survey) com questões estruturadas a uma amostra de 129 consumidores da cidade de Luanda, em Angola, para avaliar o seu comportamento de compra com base nas variáveis estabelecidas. Verificou-se que os consumidores de refrigerantes Blue são majoritariamente jovens concentrados na faixa dos 18 aos 30 anos de idade e que ainda não se encontram no mercado de trabalho. Por outro lado, constatou-se que a maior parcela dos entrevistados é do sexo feminino e possui o ensino superior completo. Concluiu-se igualmente que a variedade de sabores é o fator que determina à compra, sendo a televisão a mídia que mais influência essa decisãoapplication/pdfhttp://tede2.pucsp.br/tede/retrieve/40052/Elis%c3%a2ngela%20Valdine%20Diogo%20Manuel.pdf.jpgporPontifícia Universidade Católica de São PauloPrograma de Estudos Pós-Graduados em AdministraçãoPUC-SPBrasilFaculdade de Economia, Administração, Contábeis e AtuariaisRefrigerantesComportamento do consumidorDecisão de compraSoft drinksConsumer behaviorBuying decisionCNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAOAtributos determinantes no comportamento do consumidor luandense: análise dos refrigerantes Blueinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisinfo:eu-repo/semantics/openAccessreponame:Biblioteca Digital de Teses e Dissertações da PUC_SPinstname:Pontifícia Universidade Católica de São Paulo (PUC-SP)instacron:PUC_SPTEXTElisângela Valdine Diogo Manuel.pdf.txtElisângela Valdine Diogo Manuel.pdf.txtExtracted texttext/plain228100https://repositorio.pucsp.br/xmlui/bitstream/handle/19317/5/Elis%c3%a2ngela%20Valdine%20Diogo%20Manuel.pdf.txt52a45c347e5a46a99f4bff4fcb39861cMD55ORIGINALElisângela Valdine Diogo Manuel.pdfElisângela Valdine Diogo Manuel.pdfapplication/pdf1703236https://repositorio.pucsp.br/xmlui/bitstream/handle/19317/2/Elis%c3%a2ngela%20Valdine%20Diogo%20Manuel.pdfba7fe23c738481c7c7ea70881a020ee4MD52LICENSElicense.txtlicense.txttext/plain; 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dc.title.por.fl_str_mv |
Atributos determinantes no comportamento do consumidor luandense: análise dos refrigerantes Blue |
title |
Atributos determinantes no comportamento do consumidor luandense: análise dos refrigerantes Blue |
spellingShingle |
Atributos determinantes no comportamento do consumidor luandense: análise dos refrigerantes Blue Manuel, Elisângela Valdine Diogo Refrigerantes Comportamento do consumidor Decisão de compra Soft drinks Consumer behavior Buying decision CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
title_short |
Atributos determinantes no comportamento do consumidor luandense: análise dos refrigerantes Blue |
title_full |
Atributos determinantes no comportamento do consumidor luandense: análise dos refrigerantes Blue |
title_fullStr |
Atributos determinantes no comportamento do consumidor luandense: análise dos refrigerantes Blue |
title_full_unstemmed |
Atributos determinantes no comportamento do consumidor luandense: análise dos refrigerantes Blue |
title_sort |
Atributos determinantes no comportamento do consumidor luandense: análise dos refrigerantes Blue |
author |
Manuel, Elisângela Valdine Diogo |
author_facet |
Manuel, Elisângela Valdine Diogo |
author_role |
author |
dc.contributor.advisor1.fl_str_mv |
Trevisan, Leonardo Nelmi |
dc.contributor.authorLattes.fl_str_mv |
http://buscatextual.cnpq.br/buscatextual/visualizacv.do?id=K8028722Y2 |
dc.contributor.author.fl_str_mv |
Manuel, Elisângela Valdine Diogo |
contributor_str_mv |
Trevisan, Leonardo Nelmi |
dc.subject.por.fl_str_mv |
Refrigerantes Comportamento do consumidor Decisão de compra |
topic |
Refrigerantes Comportamento do consumidor Decisão de compra Soft drinks Consumer behavior Buying decision CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
dc.subject.eng.fl_str_mv |
Soft drinks Consumer behavior Buying decision |
dc.subject.cnpq.fl_str_mv |
CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO |
description |
Consumer behavior is a widely studied topic and the findings in this field direct the marketing planning of various companies. The consumer of soft drinks, in particular, has been gaining momentum gradually as study and market area. In Angola, however, this is still in its infancy, with few published scientific research. In this sense, this study aimed to analyze the purchasing behavior of consumers of soft drinks, based on the identification of relevant attributes, influence factors and information sources valued at their purchase decision. A survey was applied (survey) with structured questions to a sample of 129 consumers in the city of Luanda, Angola, to assess their purchasing behavior based on established variables. It was found that the Blue soft drink consumers are mostly young people concentrated in the range of 18 to 30 years of age who are not yet in the labor market. On the other hand, it was found that the largest share of respondents are female and have completed higher education. It was also concluded that the variety of flavors is the factor that determines the purchase, the television media with more influence that decision |
publishDate |
2016 |
dc.date.accessioned.fl_str_mv |
2016-11-16T11:48:27Z |
dc.date.issued.fl_str_mv |
2016-09-22 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.citation.fl_str_mv |
Manuel, Elisângela Valdine Diogo. Atributos determinantes no comportamento do consumidor luandense: análise dos refrigerantes Blue. 2016. 119 f. Dissertação (Mestrado em Administração) - Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2016. |
dc.identifier.uri.fl_str_mv |
https://tede2.pucsp.br/handle/handle/19317 |
identifier_str_mv |
Manuel, Elisângela Valdine Diogo. Atributos determinantes no comportamento do consumidor luandense: análise dos refrigerantes Blue. 2016. 119 f. Dissertação (Mestrado em Administração) - Programa de Estudos Pós-Graduados em Administração, Pontifícia Universidade Católica de São Paulo, São Paulo, 2016. |
url |
https://tede2.pucsp.br/handle/handle/19317 |
dc.language.iso.fl_str_mv |
por |
language |
por |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Pontifícia Universidade Católica de São Paulo |
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Programa de Estudos Pós-Graduados em Administração |
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PUC-SP |
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Brasil |
dc.publisher.department.fl_str_mv |
Faculdade de Economia, Administração, Contábeis e Atuariais |
publisher.none.fl_str_mv |
Pontifícia Universidade Católica de São Paulo |
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