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Efeito do país de origem e comportamento do consumidor

Efeito do país de origem e comportamento do consumidor

Adrian Häusle

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Editorial:
KS OmniScriptum Publishing
Año de edición:
2024
Materia
Ventas y marketing
ISBN:
9786207494347

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Esta tese analisa o impacto do 'efeito país de origem' no comportamento do consumidor aquando da compra de produtos de vestuário. Analisa o posicionamento estratégico e a origem geográfica de marcas e produtos com o respetivo comportamento de compra do consumidor final. Com base numa análise teórica sólida do tema, é realizado um inquérito quantitativo em linha com três grupos de teste. Os participantes são confrontados com diferentes situações de compra influenciadas pelo 'país de origem'. É criada uma amostra que constitui um estudo parcial do mercado austríaco. Os resultados do inquérito mostram que a comunicação do país de origem de um produto ou marca tem uma influência significativa na perceção dos produtos e na decisão de compra dos consumidores.

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Otros libros del autor

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