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Estudo do comportamento de compra do consumidor de produtos de software para cuidados de saúde by Thigale, Somnath

Estudo do comportamento de compra do consumidor de produtos de software para cuidados de saúde

by Somnath Thigale , Vidya Karande-Thigale , Dipti Barge
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Book cover type: Paperback
  • ISBN13: 9786208809201
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Edicoes Nosso Conhecimento
  • Publisher Imprint: Edicoes Nosso Conhecimento
  • Publication Date:
  • Pages: 56
  • Original Price: USD 47.0
  • Language: Portuguese
  • Edition: N/A
  • Item Weight: 87 grams
  • BISAC Subject(s): Administration / General

O comportamento de compra do consumidor �, comparativamente, um novo dom�nio de estudo, que evoluiu logo ap�s a Segunda Guerra Mundial. O mercado dos vendedores desapareceu e surgiu o mercado dos compradores. Este facto levou a uma mudan�a de paradigma na aten��o do fabricante, que passou do produto para o consumidor, centrando-se especialmente no comportamento do consumidor. A avalia��o do conceito de marketing, do mero conceito de venda para o marketing orientado para o consumidor, fez com que o comportamento do comprador se tornasse uma disciplina independente. O crescimento do consumismo e da legisla��o relativa ao consumo real�a a import�ncia que � dada ao consumidor. O comportamento do consumidor � o estudo da forma como os indiv�duos tomam a decis�o de gastar os seus recursos dispon�veis (tempo, dinheiro e esfor�o) ou aspectos relacionados com o consumo. O que compram? Quando compram? Como compram? etc. A heterogeneidade entre as pessoas torna a compreens�o do comportamento do consumidor uma tarefa dif�cil para os profissionais de marketing. Finalmente, este conhecimento actuou como uma ferramenta imperativa nas m�os dos profissionais de marketing para prever o futuro comportamento de compra dos clientes e conceber quatro estrat�gias de marketing de modo a criar uma rela��o de longo prazo com os clientes.

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