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Comportamento do consumidor para marcas de luxo by Hussain, Mohammad

Comportamento do consumidor para marcas de luxo

by Mohammad Hussain
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Book cover type: Paperback
  • ISBN13: 9786207795390
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edicoes Nosso Conhecimento
  • Publisher Imprint: Edicoes Nosso Conhecimento
  • Publication Date:
  • Pages: 124
  • Original Price: GBP 47.0
  • Language: Portuguese
  • Edition: N/A
  • Item Weight: 191 grams
  • BISAC Subject(s): Production & Operations Management

A repetição de compras tornou-se um fator crítico para os profissionais de marketing, especialmente no mercado dos artigos de luxo. As compras repetidas não só poupam custos (em vez de atrair novos clientes), como também aumentam as vendas. Tanto os investigadores do passado como os actuais têm-se interessado em investigar o que leva os consumidores a repetir as suas compras. O objetivo desta investigação académica é examinar a relação entre o Valor Hedónico (VH), a Satisfação (S), a Inércia do Consumidor (IC) e o Atributo do Produto (AP) com a Intenção de Repetição de Compra (RPI) para marcas de luxo entre os consumidores da Geração Y na Malásia. Os resultados podem ser utilizados pelos profissionais de marketing para os ajudar a criar estratégias de marketing destinadas a manter a sua atual base de clientes, bem como a atrair novos clientes para comprarem as suas marcas de luxo no seu mercado-alvo. Este estudo pode também motivar os investigadores actuais a aprofundar a investigação no domínio das marcas de luxo, numa tentativa de colmatar a lacuna entre as marcas de luxo e o RPI.

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