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Compreender o comportamento do consumidor by Hasnaa El Gozmir

Compreender o comportamento do consumidor

by Hasnaa El Gozmir , Abderrahmane Chouhbi , Rachid El Moubarki
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Book cover type: Paperback
  • ISBN13: 9786208092443
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edicoes Nosso Conhecimento
  • Publisher Imprint: Edicoes Nosso Conhecimento
  • Publication Date:
  • Pages: 108
  • Original Price: GBP 51.0
  • Language: Portuguese
  • Edition: N/A
  • Item Weight: 168 grams
  • BISAC Subject(s): Marketing / General

A compreensão do comportamento do consumidor implica a análise de diferentes abordagens e teorias comportamentais, bem como o estudo do processo de tomada de decisão. Esta análise examina a forma como as escolhas são influenciadas por mecanismos conscientes e inconscientes. Ao explorar vários modelos de tomada de decisão, como os de Nicosia, Howard e Sheth, Engel et al, e Fishbein e Ajzen, podemos compreender como os consumidores navegam entre a procura de informação, a avaliação de alternativas e a decisão final. Estes modelos revelam como os processos conscientes (como a análise racional) interagem com influências inconscientes (como os preconceitos cognitivos e as emoções) para moldar as decisões de compra. Uma compreensão integrada destes aspectos é essencial para a conceção de estratégias de marketing eficazes que abordem tanto os factores racionais como os emocionais do comportamento de compra.

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