Perfil de Influência e Persuasão no Processo de Compra Familiar/ Profile Of Influence And Persuasion In The Family Buying Process

Roberto de Araújo Nascimento Cunha, Pedro José Steiner Neto

Abstract


RESUMO

A família é uma das mais importantes organizações de compra de produtos de consumo na sociedade. Por esta razão, vem despertando a atenção dos profissionais de marketing para a identificação dos membros familiares influentes no processo de compra. Devido à restrição orçamentária da família, os membros nem sempre são atendidos em todas as necessidades de consumo. Por esta particularidade, conflitos são sempre inerentes nas decisões de compra familiar. Sob essa ótica, este artigo, relaciona a tríade marido-mulher-adolescente como foco principal de análise para compreender como os membros da família tomam as decisões de compras familiares como um grupo, medindo de que forma o grau de influência dos integrantes da família afetam a utilização das estratégias de influência. Este estudo relata uma pesquisa conduzida em Curitiba, realizada com 93 famílias, sobre o processo decisório de compra de produtos do tipo durável, não-durável e serviços. Os resultados sugerem que o perfil de influência do membro da família interfere nas percepções individuais quanto à utilização das estratégias de influência.

Palavras-chave: tomada de decisão familiar; influência do adolescente; persuasão

 

ABSTRACT

The family is one of the most important organization of buyers of consumer goods in society. For this reason, it has been high lighting marketers' attention to the identification of influential family members in the buying process. Due to budget constraints, the family members do not always met in all consumer needs. For this particularity, conflicts are always inherent in family buying decisions. Under this perspective, this article lists husband-wife-adolescent triads as main focus of analysis to understand how family members make the decisions of family purchases while a group, measuring how the degree of influence of family members affect the use of influence strategies. This study describes a survey conducted in Curitiba - PR, Brazil, carried out with 93 families, about the decision-making process for the purchase of products as non-durable, durable and services. The results suggest that the profile of influence of family member differs from individual perceptions regarding the use of influence strategies.

Keywords: Family Decision-Making; Adolescent influence; Persuasion

 


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