O Efeito do Atributo Extrínseco Marca na Preferência dos Consumidores: Um Experimento com Margarinas / The Effect of Extrinsic Brand Attribute Upon Consumers’ Preference: A Experiment With Margarine
Resumo
Oestudotem porobjetivoverificarcomooatributoextrínsecomarcainfluência aspreferênciasdoconsumidordemargarinas. Apesquisafoi realizada por meio deumexperimentocomumaamostrade 100pessoasnacidadede Curitiba – PR, constituindo-se de trêsfases. Naprimeira,aplicou-seumquestionário paraobterinformaçõessobreoperfildaamostra,bemcomoidentificar amarcademargarinaconsumida pelos participantes. Nasegundafase, os respondentes foram submetidos a uma experimentação dequatromargarinassemonomedamarcae naterceirafase, os respondentes foram submetidos àmesmaexperimentação,mascomonomedamarca. Foram realizadostestesChi-quadrado,queapresentaram umadiferençasignificativana comparaçãoentreamarcaconsumida e a experimentaçãosemonomedamarca; e na comparaçãoentrea experimentaçãosemonomedamarcae a experimentaçãocomonomedamarcabem como na comparaçãoentremarcaconsumida e a experimentaçãocomonomedamarca, oresultadonãofoi significativo. Por meio destes resultados, percebe-se que, emsituaçõesnas quais osatributosintrínsecossãomuitosemelhantes, ogerenciamentodamarcae suaforçapassam a serfundamentaisparaaliderançaeconsumodo produto.
Palavras-chave: Marca. Preferência do Consumidor. Margarina.
ABSTRACT
The present study aims to assess how the extrinsic brand attribute influences the consumer preference towards margarine brands. The research studies were performed by means of a experiment using a sample of 100 subjects in Curitiba – PR, and consisted of three phases. In the first phase, a survey was administered with the objective to obtain information about the sample profile as well as the margarine brand used by the consumers. In the second phase, the respondents tried out four margarine samples, the brand names deliberately omitted. In the third phase, the respondents tried out the same margarine samples with the brand names revealed. Chi-square tests performed showed a significant difference in the comparison between the consumed brand and the without-brand-name test, and in the comparison between the without-brand-name test and the with-brand-name test. Conversely, in the comparison between the consumed brand and the with-brand-name test the difference was not significant. Thus, when intrinsic attributes are very similar, the brand management and the brand power represent fundamental aspects to sustain the product leadership and its consumption.
Key Words: Brand. Consumer Preference. Margarine.
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DOI: http://dx.doi.org/10.12819/2017.14.6.1
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