文章基本信息

标题：“Não estou mais sozinha!”: mudanças no processo de decisão de compra de consumidoras primigrávidas
本地全文：下载
作者：Marina Dias de Faria ; Marie Agnes Chauvel ; Patricia Gaia 等
期刊名称：Revista de Ciências da Administração : RCA
印刷版ISSN：1516-3865
电子版ISSN：2175-8077
出版年度：2012
卷号：14
期号：32
页码：107-123
语种：Portuguese
出版社：Universidade Federal de Santa Catarina
摘要：DOI: http://dx.doi.org/10.5007/2175-8077.2012v14n32p107 The lack of academic studies in management that focus on the behavior of women as consumers during the gestation period motivated the preparation of this search. Was established as object of research identifying the main changesin the process of making purchasing decisions of women during the first pregnancy, focusing on changes relating to the purchase of items for personal use of pregnant women. To achieve the objective of the research interviews were conducted semi-structured in-depth with 72 first-time pregnant women, with at least four months of pregnancy in places in the South Zone of Rio de Janeiro. The results show that there are many changes occurring in the process of decision making of women during pregnancy. As for what to buy, in general, the priority shall be what the baby needs. The concern with seeking a healthy diet grows, the physical activity is enhanced and the consumption of cosmetic creams. However, the use of clothing is reduced. The time and effort expended by pregnancies in the search for information and evaluation of alternatives are higher than before pregnancy. One of the interviewees was expecting a baby with disabilities and some points raised by it were peculiar.
关键词：First-Time Pregnant;Purchase Decision Process;Items for Personal;Women;Primigrávidas;Processo de Tomada de Decisão;Itens de Uso Pessoal;Mulheres.