INFLUÊNCIA DOS ATRIBUTOS DO PRODUTO NO PROCESSO DE DECISÃO DE COMPRA DA CATEGORIA DE ÁGUA DE COCO INDUSTRIALIZADA NO BRASIL

Gilberto SARFATI, Denis Fabiano PISSARO

Resumo


RESUMO

Em produtos homogêneos o preço tende a ser o principal fator no processo de decisão de compra pelo consumidor. Entretanto, o efeito empírico da manipulação de atributos em produtos homogêneos não é plenamente conhecido. Este estudo investiga a influência dos atributos no processo de decisão de compras da água de coco industrializada no Brasil. A pesquisa executou uma Conjoint Analysis entre uma amostra de 563 consumidores de água de coco, estatisticamente representativa de classes sociais e regiões do país, para mensurar a importância de cada atributo. Como resultados principais, foi possível evidenciar que o preço não é o principal atributo na tomada de decisão de compras e que os atributos considerados hedônicos (marca e sabor) possuem uma influência superior aos atributos funcionais (nutricional e saudabilidade). A identificação de que atributos o consumidor valoriza cria espaço para a diferenciação em produtos homogêneos.

Palavras-Chaves: Água de coco; Atributos; Conjoint Analysis; Jornada de compras; Tomada de Decisão.

 

ABSTRACT

For homogeneous products, price tends to be the main factor in the consumer decision-making process. However, the empirical effects of manipulating attributes in homogeneous products are not fully known. This study investigates the influence of such attributes on the purchasing decision process of consumers for industrialized coconut water in Brazil. A conjoint analysis was performed using a sample of 563 consumers of coconut water, which was statistically representative of the social classes and regions of the country, to measure the importance of each attribute. The results indicated that price was not the main attribute in purchasing decisions and that hedonic attributes (brand and flavor) had a more significant influence than did functional attributes (nutrition and healthiness). Results show that consumers prefer natural coconut water instead of industrially manipulated coconut water suggesting that less manipulation creates product differentiation.

Keywords: Coconut Water; Attributes; Conjoint Analysis; Consumer Journey; Decision Making.

 


Palavras-chave


Água de coco; Atributos; Conjoint Analysis; Jornada de compras; Tomada de Decisão.

Texto completo:

PDF

Referências


BANGSA, Adjengdia Bunga; SCHLEGELMILCH, Bodo B. Linking sustainable product attributes and consumer decision-making: Insights from a systematic review. Journal of Cleaner Production, v. 245, p. 118902, 2020.

BAULT, Nadège; RUSCONI, Elena. The art of influencing consumer choices: a reflection on recent advances in decision neuroscience. Frontiers in psychology, v. 10, p. 3009, 2020.

DEBMANDAL, M; Mandal, S. (2011). Coconut (Cocos nucifera L.: Arecaceae): In health promotion and disease prevention. Asian Pacific Journal of Tropical Medicine, V.4(3), 241-247. doi:10.1016/s1995-7645(11)60078-3

DENG, Yulin; GAO, Qianying. A study on e-commerce customer segmentation management based on improved K-means algorithm. Information Systems and e-Business Management, p. 1-14, 2018.

DETZNER, Alexander; EIGNER, Martin. Feature selection methods for root‐cause analysis among top‐level product attributes. Quality and Reliability Engineering International, v. 37, n. 1, p. 335-351, 2021.

ENAX, Laura; KRAJBICH, Ian; WEBER, Bernd. Salient nutrition labels increase the integration of health attributes in food decision-making. Judgment & Decision Making, v. 11, n. 5, 2016.

GHVANIDZE, Sophie et al. A discrete choice experiment of the impact of consumers’ environmental values, ethical concerns, and health consciousness on food choices. British Food Journal, 2017.

GREEN, Paul E.; SRINIVASAN, Venkat. Conjoint analysis in marketing: new developments with implications for research and practice. Journal of marketing, v. 54, n. 4, p. 3-19, 1990.

GUSTAFSON, Christopher R.; LYBBERT, Travis J.; SUMNER, Daniel A. Consumer sorting and hedonic valuation of wine attributes: exploiting data from a field experiment. Agricultural economics, v. 47, n. 1, p. 91-103, 2016.

HARIHARAN, Vijay Ganesh et al. Shopper marketing moderators of the brand equity–behavioral loyalty relationship. Journal of Business Research, v. 85, p. 91-104, 2018.

JAISWAL, Amit K. (Ed.). Food processing technologies: Impact on product attributes. CRC Press, 2016.

JERVIS, S. M.; ENNIS, J. M.; DRAKE, M. A. A comparison of adaptive choice‐based conjoint and choice‐based conjoint to determine key choice attributes of sour cream with limited sample size. Journal of sensory studies, v. 27, n. 6, p. 451-462, 2012.

KOSTYRA, Daniel S. et al. Decomposing the effects of online customer reviews on brand, price, and product attributes. International Journal of Research in Marketing, v. 33, n. 1, p. 11-26, 2017.

LADEIRA, Wagner Junior et al. Running for pleasure or performance? How store attributes and hedonic product value influence consumer satisfaction. The International Review of Retail, Distribution and Consumer Research, v. 26, n. 5, p. 502-520, 2016.

LAGO, Nicole Cecchele et al. Determinant attributes and the compensatory judgement rules applied by young consumers to purchase environmentally sustainable food products. Sustainable Production and Consumption, v. 23, p. 256-273, 2020.

LOUVIERE, Jordan J.; HENSHER, David A.; SWAIT, Joffre D. Stated choice methods: analysis and applications. Cambridge university press, 2000.

NGUYEN, R. K., LUKASZUK, J. M., ALIS, J. P., SALACINSKI, A. J., WALKER, D. A., Umoren, J. Effectiveness of Coconut Water on Treadmill Anaerobic Test Performance. Medicine & Science in Sports & Exercise, v.48, n. 243. 2016 doi:10.1249/01.mss.0000485730.78645.4e

PAPI, M. (2018). Price competition with satisficing consumers. International Journal of Industrial Organization, V.58, p.252-272. doi:10.1016/j.ijindorg.2017.09.001

PRADO, F. C., LINDNER, J. D., INABA, J., THOMAZ-SOCCOL, V., BRAR, S. K., & SOCCOL, C. R. (2015). Development and evaluation of a fermented coconut water beverage with potential health benefits. Journal of Functional Foods, V. 12, p.489-497. doi:10.1016/j.jff.2014.12.020

SIMON, Herbert A. A behavioral model of rational choice. The Quarterly Journal of Economics, v. 69, n. 1, p. 99-118, 1955.

SONNENBERG, Nadine; JACOBS, Bertha; MOMBERG, Dinele. The role of information exposure in female university students’ evaluation and selection of eco-friendly apparel in the South African emerging economy. Clothing and Textiles Research Journal, v. 32, n. 4, p. 266-281, 2014.

STRANIERI, Stefanella; RICCI, Elena Claire; BANTERLE, Alessandro. Convenience food with environmentally-sustainable attributes: A consumer perspective. Appetite, v. 116, p. 11-20, 2017.

TOPLAK, Maggie E.; WEST, Richard F.; STANOVICH, Keith E. Real‐world correlates of performance on heuristics and biases tasks in a community sample. Journal of Behavioral Decision Making, v. 30, n. 2, p. 541-554, 2017.

WILLMAN-IIVARINEN, Hanna. The future of consumer decision making. European Journal of Futures Research, v. 5, n. 1, p. 1-12, 2017.

RIBEIRO, J. E. A. de S.; MELZ, L. J.; ANJOS, P. M. L. dos; ALVES, M. E. análise dos fatores que levam as empresas de comércio varejista de materiais para construção a terceirizarem os serviços contábeis. Revista UNEMAT de Contabilidade,v. 1, n. 2, 2012.

RUSSO, P. T. A institucionalização do Balanced Scorecard pelas organizações : o caso SABESP. 2011. Dissertação (Mestrado em Controladoria e Contabilidade) – FECAP - Faculdade Escola de Comércio Álvares Penteado, São Paulo, 2011.

SCAPENS, R. W. Never mind the gap: towards an institutional perspective on management accounting practice. Management Accounting Research, n. 5, p. 301-321, 1994.

TOLBERT, P. S.; ZUCKER, L. G. A institucionalização da teoria institucional. In CLEGG, S. R.; HARDY, C. NORDY; W. R. (Orgs.), Handbook de estudos organizacionais: modelos de análise e novas questões em estudos organizacionais. São Paulo: Atlas, 1998.

VARADARAJAN, R. Outsourcing: Think more expansively. Journal of Business Research, v. 62, p. 1165–1172, 2009. rmation Science, 16(1), 125–136.


Apontamentos

  • Não há apontamentos.


Administração de Empresas em Revista, e-ISSN: 2316-7548

Rua Chile, 1678, Rebouças, Curitiba/PR (Brasil). CEP 80.220-181

Licença Creative Commons

Este obra está licenciado com uma Licença Creative Commons Atribuição-NãoComercial 4.0 Internacional.