Lealdade à marca e conceção do produto nas preferências de compra dos consumidores
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Imported Edition - Ships in 18-21 Days
Free Shipping in India on orders above Rs. 500
A lealdade � marca, em marketing, consiste no empenhamento de um consumidor em voltar a comprar ou continuar a utilizar a marca e pode ser demonstrada atrav�s da compra repetida de um produto ou servi�o, ou de outros comportamentos positivos, como a defesa da marca boca a boca (Dick e Basu, 1994). Nos dias de hoje, � quase imposs�vel encontrar um consumidor que n�o possua um �nico produto de marca. A fidelidade � marca pode ser potencialmente o fator mais importante que influencia as decis�es de compra; no entanto, o objetivo era descobrir se o desenvolvimento da conce��o do produto tamb�m est� envolvido. A fidelidade ao produto � o facto de os consumidores comprarem o produto apenas devido � sua conce��o e funcionalidade. O estudo tinha por objetivo descobrir se as decis�es de compra dos consumidores se baseavam na conce��o e na funcionalidade do produto (fidelidade ao produto) ou eram influenciadas pela fidelidade � marca. 40 estudantes de Loughborough participaram num inqu�rito em linha baseado num question�rio. O inqu�rito perguntava-lhes as suas opini�es sobre produtos de marca e as suas experi�ncias com eles. Durante o inqu�rito, foi-lhes tamb�m perguntado se gostariam de participar numa entrevista de acompanhamento que extraiu mais informa��es dos participantes, tendo 18 deles concordado.
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