Processo de compra de notebooks: um estudo exploratório dos atributos que influenciam na decisão

Abstract

Due to the laptops sales growth in the technological market in Brazil, especially with the new entry considered ultraportable computers, commercially known as ultrabooks, there is a latent need to search for marketing strategies that can express to the consumers which characteristics are relevant to decision making. In contrast there are few studies that address this new dynamic market and emphasize attributes that influence the selection and purchase of these products. The characterization of the attributes aims to identify relevant aspects in the positive perception of individuals, implications for suppliers and also the interface characteristics with what is already presented in the study of Marketing. This study investigates what attributes are most relevant to consumers of notebooks. This research is quantitative, exploratory and descriptive. To conduct the survey were used townspeople of Dourados City, Mato Grosso do Sul State, who bought at least one notebook. This research aimed to identify relevant aspects of their perception, their expectations regarding the attributes, their design selection and their identity as a consumer. The results were based on the identification of attributes arranged in the market for decision making ranging from the importance of the brand to the consumer, through the items inside the notebook until it reaches the price and, therefore, to list which would be more important at the time of purchase choice.