A segmentação de comportamento entre homens e mulheres ainda é relevante? Um estudo sobre a percepção de qualidade de marcas de smartphones

Vitor Azzari, Anderson S. Pelissari, Emerson W. Mainardes

Resumo


O presente estudo teve como objetivo analisar a relação entre a qualidade percebida e a intenção de compra de marcas de smartphones e avaliar se o gênero do consumidor exerce impacto nesta relação. As hipóteses do estudo foram testadas por meio da Modelagem de Equações Estruturais (PLS-SEM). Aplicou-se um levantamento online com estudantes universitários obtendo um total de 662 respostas válidas. Os resultados indicaram que a percepção da qualidade dos consumidores exerce impacto na intenção de compra dos consumidores sobre as marcas de smartphones. Além disso, os gêneros masculino e feminino apresentaram diferenças estatisticamente significantes entre si. Identificou-se, por meio da análise destes dados, que o efeito desta relação em consumidores de gênero feminino é mais forte do que para os de gênero masculino. Os resultados contribuem em uma maior exploração do comportamento de compra dos consumidores sobre um dos produtos mais utilizados pelo mercado global atual e auxilia na demonstração de que características como o gênero podem influenciar a percepção sobre as marcas nas decisões de escolhas, sendo assim pontos importantes a serem considerados na formulação de estratégias de marketing.


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O Caderno Profissional de Marketing Unimep (CPMark), Qualis B3, ISSN 2317-6466, está presente nos seguintes indexadores: 

 

 

 

 

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