Detalhes bibliográficos
| Ano de defesa: |
2021 |
| Autor(a) principal: |
Arcuri, Adriana Pesce Salles
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| Orientador(a): |
Las Casas, Alexandre Luzzi
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| Banca de defesa: |
Não Informado pela instituição |
| Tipo de documento: |
Dissertação
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| Tipo de acesso: |
Acesso aberto |
| Idioma: |
por |
| Instituição de defesa: |
Pontifícia Universidade Católica de São Paulo
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| Programa de Pós-Graduação: |
Programa de Estudos Pós-Graduados em Administração
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| Departamento: |
Faculdade de Economia, Administração, Contábeis e Atuariais
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| País: |
Brasil
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| Palavras-chave em Português: |
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| Palavras-chave em Inglês: |
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| Área do conhecimento CNPq: |
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| Link de acesso: |
https://repositorio.pucsp.br/jspui/handle/handle/24687
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Resumo: |
The digital consumer controls their decisions and, in view of this, stores must provide options and tools for them to manage their own purchase independently. This way in which consumers are impacted by online purchases is called “digital marketing”, whose objective is to attract online customers based on the analysis of their behavior on the web. In order the way to impact the consumer to be increasingly efficient, accurate actions and strategies are needed - in other words, with the world increasingly connected, brands see the need to reinvent themselves so that they become relevant to extremely demanding consumers, given that, currently, connectivity and consumers change their operating environment between online and offline actions. Given these circumstances, this dissertation aims to evaluate, analyze and list how consumer behavior in the clothing industry, specifically shirts, by the male public on the internet in the last three years, from 2019 to 2021, consisted of. to answer the research question – which is: how is consumption in the shirt shop in the city of São Paulo by the male public in internet shopping? –, this study is based on academic and market studies, also contemplating how social networks influence this audience in purchasing and how digital marketing strategies can influence this consumer and the brand. As a theoretical framework, this research is supported primarily by studies carried out by Caro (2005), Robic, Robic and Favero (2015) and Lourenço (2019), regarding the conceptualization of digital marketing and consumer behavior, as well as those by Kotler, Kartajaya and Setiawan (2017), Kotler and Keller (2014) and Las Casas (2019), in relation to the concept of marketing management. Regarding the methodological procedures, aiming to deepen the knowledge about the object of study and achieve the determined objectives, two questionnaires were developed, applied at different times: in the first, in 2019, it was applied to 433 people; in the second, in 2021, to 570 – this interval that involves the period immediately before the pandemic caused by COVID-19 and the year in which its dissolution began. The 1,003 interviewees were reached through a link sent to various relationship groups on WhatsApp, justifying the purpose of qualifying consumers and quantifying their consumption behavior on the internet. Finally, the main results of this research showed that male people still consume shirts in the city of São Paulo predominantly through offline sales, which allows us to infer the existence of a relevant space for the development and improvement of online tools as a way to encourage the assertive consumption of shirts |
