A preferência da marca no processo de decisão de compra: um estudo exploratório no segmento de baixa renda
mente para cada produto. As análises obtidas mostraram que as mães de famílias de baixa renda compram todos os produtos investigados pela marca. No entanto, em razão da amostra não probabilística e das técnicas adotadas, não foram realizadas inferências para toda a população brasileira. Palavras-chave: comportamento do consumidor; marca; baixa renda. Abstract The aim of this article is to investigate brand preference among mothers of low-income families when deciding what food products to buy.
... d products to buy. To this end, our theoretical foundation involved the specific examination of consumer behavior, brand and price theories. We also considered the characteristics of low-income Brazilian consumers. Our field research was conducted in two phases. In the first -a qualitative, exploratory study -we conducted in-depth interviews with mothers to establish which factors came into play when purchasing. The interviews were then given interpretative textual and template analyses. In the second phase of field research -a quantitative, exploratory study -we sought to investigate brand importance when deciding which product to buy in order to determine if brand preference influenced the purchase of all products or only specific items. To assess these interviews a conjoint analysis was carried out for each individual product. The results showed that mothers of low-income families bought all of the products studied according to brand. However, because of the non probabilistic samples and the techniques adopted, inferences were not made for the entire Brazilian population.