Modelagem da compra por impulso de donas-de-casa de baixa renda em supermercados de Belo Horizonte

• Ano de defesa: 2008
• Autor(a) principal: Igor Lucio Carvalho de Lima
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Minas Gerais; UFMG
• Palavras-chave em Português: Compra por impulso; Donas-de-casa de baixa renda; Modelagem de equações estruturais; Comportamento do consumidor; Administração; Pesquisa de mercado
• Link de acesso: http://hdl.handle.net/1843/FACE-7Q3RQR

In Brazil, the group of people ranked as the low-income, or less favored, is one of the most representative among population, both in absolute and relative figures. To market classification, this segment represents classes C/D/E. Latest researches on consumption habitsof these individuals for nourishing products in supermarkets have indicated a continuous increase in the purchase of sophisticated, or not-basic products, although their settled financial restriction. Of this context, the present work consisted of investigating the factors by whichlow-income housewives are significantly influenced during the process of purchase for home supply in supermarkets. This target-group was naturally chosen, considering the prominent responsibility that a woman occupies, either wife or mother, in the majority of the families.Having defined the object, by applying the theory six dimensions were identified, which are capable of explaining, partially, the behavior of these consumers in the supermarkets, which are: values, product meaning, environment, promotion in the point of sale, impulsiveness andimpulse buy. Out of the integration of other authors models, which contained these constructs, was elaborated the model for impulse purchase antecedents, to be analyzed employing the structural equations modeling technique. The methodological passage of theresearch initiated with the accomplishment of a qualitative survey with low-income housewives in Belo Horizonte city. A high degree of complexity in the consumer behavior, for the segment in research, has already been pointed by the results of the twelve in-depth interviews. They have also confirmed the relevance of the six constructs, by which the model is conceived. After this stage, a data collecting was accomplished, by means of interviewing a sample of 502 women pertaining to classes C and D from Minas Gerais Capital city. Having gathered the database, the study was resumed with the statistical validation tests. The exploratory factor analysis indicated a new subgroup of better adjusted indicators to compose the final model. By using the AMOS 16.0 software, multiple relations were obtained between the established indicators and dimensions. There was a significantly positive relation betweenvalues and meaning, meaning and impulsiveness, environment and impulsiveness, advertising at the point of sale and impulsiveness, impulsiveness and impulse buy. Solely the pairs environment and impulse buy, promotion in the point of Sale and impulse buy did notdemonstrate positive relation. The analysis of the results has well-known academic and managemental relevance, raising a series of indicators that could represent a in-fact differential for attracting and influencing the consumers of the researched segment.