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