Em busca do sapato perfeito: avaliação da aplicabilidade do modelo endertrends para identificação dos fatores que influenciam as mulheres na decisão de compra de calçados / Looking for the perfect shoe: to assess the applicability of Model GENDERTRENDS to identify the factors that influence women s decision to buy shoes

AUTOR(ES)
DATA DE PUBLICAÇÃO

2009

RESUMO

Women in love with shoes live in their own universe, very particular, and by their dedication had moved, in 2008, $ 26.3 billion. Regardless of the economic crisis, Brazilian companies expect to increase by 20% in sales in 2009. In order to evaluate the applicability of GENDERTRENDS Model to identify the factors that influence women s decisions to purchase shoes, this research was divided into two stages. In the survey interviewed 488 women over 18 years, selected a simple random sampling, the qualitative stage, 30 women, with more than 60 pairs of shoes have been selected with non-probability sampling for trial, for in-depth interviews. Data were weighted using the SPHINX software and the content analysis. Love for shoes, need, search for a sense of security, power, femininity, with the group and fashionable activate the movement by women shopping. Family, mother, boyfriend, husband and friends influence the time to think about the "ideal brand" as well as their belongings, clothes and other accessories that are already part of your reality, and fashion. Women seek more than the tangible attributes, want feelings of wholeness, fulfillment and happiness. Magazines, billboards and television are the most effective means of communicating with the female audience, who confesses love windows and indications of friends. After buying women feel relieved and happy, eager to parade with the new acquisition, wanting recognition of their good taste. However, if they find some discomfort associated with the purchased product, tend to feel sorrow, remorse and repentance. They are loyal and tend to repeat local purchase if they are certain to find what they seek will be well served, the environment will be and is cute and could negotiate freely the conditions of payment. The shoe is perfect, therefore, a mix of attributes. Want and comfort, durability and pay a fair price - on average 214 - the desire to feel respected and beautiful (!). Have to have attractive design and superior quality, high class finishing seams, soles and buckles. Preferably, it should be leather and durable material. Among rocks, holes, rain, mud, and a tripped possible, he must resist and get brand new, as if nothing had happened. The preferred models are the sandals, scarpins, sneakers, boots and sneakers. Among the heels favored by women is the type or Flat rasteirinha, followed by a tie preferably between jumps Anabela, 8 cm and 6 cm. The preferred location to do the shopping is the Shopping Center, which offers convenience, variety, price, a safe and pleasant environment. After interviewing 518 women, it was possible to suggest which passes through the female consumer in the "Quest for the Perfect Shoe." An evaluation of the model of buying behavior of women proposed by Barletta (2003), several points in this study received support, and some had apparent limitation, as attention to the after-sales service and price

ASSUNTO(S)

comportamento de compra de mulheres women shoes calçados buying behavior of women fatores que influenciam decisões de compra femininas administracao compras comportamento do consumidor mulheres calçados femininos factors that influence purchasing decisions of women

ACESSO AO ARTIGO

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