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- Title
ANÁLISE DAS METAS DO CONSUMIDOR: UMA CONTRIBUIÇÃO METODOLÓGICA.
- Authors
Escudero, Fabiana Thiele; Muller Prado, Paulo Henrique
- Abstract
The main objective of this work is to contribute theoretically and methodologically to consumer goaloriented behavioral research, using the Means-End Chains (MEC) proposition and checking how applicable this approach is for analyzing the hierarchy of goals. Included in the model were a fourth level of complexity ("doing" goals) and an evolution of the Association Pattern Technique (APT), which extend the analysis capacity to more complex chains. The study was carried out with consumers who buy sports utility automobiles. They were characterized using the Latent Class model, allowing them to be classified into two groups: the "safety and well-being" group, which prioritizes values related to safety in the various aspects of life, and the "individuality and hedonism" group, which seeks values related to pleasure and is open to risks.
- Subjects
CONSUMER research; MARKET entry; MARKET mapping; MARKET orientation; MARKETING planning
- Publication
RAE - Eletrônica, 2008, Vol 7, Issue 2, p5
- ISSN
1676-5648
- Publication type
Article
- DOI
10.1590/S1676-56482008000200006