A influência dos pacotes de preços na decisão de consumo: um estudo voltado ao comportamento de compra de ingressos de futebol

• Ano de defesa: 2011
• Autor(a) principal: Sordi, Jefferson Dobner
• Orientador(a): Sampaio, Cláudio Hoffmann
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: ADMINISTRAÇÃO DE EMPRESAS; VENDAS - ESTRATÉGIAS; CONSUMIDORES - ASPECTOS PSICOLÓGICOS; PREÇOS - DETERMINAÇÃO
• Link de acesso: http://hdl.handle.net/10923/1122

This dissertation presents a study about the influence of price bundling in the purchasing decision of soccer game’s tickets, and how such transactions have, as direct consequences, costs and benefits for the consumers. The way a person, in this context, record, codify and analyzes these economic outcomes, so called Mental Accounting, has a posterior influence in the decision making process. The mentioned influence would happen through a phenomenon known as transaction decoupling, which highlights that consumers acknowledge a more fragile connection between costs and benefits when the purchase itself is in a condition of price bundling, where one single payment generates multiple consumption units, as they do not know which part of the invested money is financing each benefit. The aspiration of this study is to demonstrate that there is an influence of the price bundling in the consumption decision, making the consumer more subjected to refuse to use a ticket for a soccer game, and test the effects that will possibly moderate the variables involved and the development of the previously mentioned influence. The research takes place in three different studies, two experiments in hypothetical scenarios and one in a real situation context using secondary data, obtained from Grêmio Foot-ball Porto-Alegrense regarding the organizations marketing of tickets packages for the Brazilian Soccer Championships of the years 2008, 2009 and 2010. As a result of this research, it was found that the individual who has bought the bundling, now presents a bigger chance of renouncing the usage of the last ticket than the people who purchase each ticket individually. Another important result is the confirmation of the involvement`s moderation in this relation. It was found that individuals who have a higher level of affection towards soccer are less likely to waste tickets then those who are less involved.Furthermore, the transaction decoupling phenomenon proved itself to be a valid theory in a real situation of purchasing and consumption. Therefore, it is possible to affirm that the format of the purchase (in bundle or in single tickets) exerts influence in the consumer`s decision, and that the motivation for consumption of a product, or the utilization of a service, has an important role in the mental accounting of a financial transaction, making the destination of the invested money to become determinant in the undertaking of a particular plan of action.