Avaliação de alternativas pré-compra de produtos 'surfwear' por consumidores da cidade de Fortaleza/CE

Abstract

The cognitive approach of consumer behavior emphasizes the purchase decision process, where pre-purchase alternatives evaluation is a stage and the focus of this study. Surfwear is a specific segment of clothes industry that offers a large quantity of goods and brands to its targetmarket. The study search to identify the more important evaluative criteria was superposed in a set of surfwear brands (evoked set) and results in a choice. Survey was employed in a non probabilistic sample of consumers in Fortaleza/CE. The results made evident that brand is the most important criteria and the evoked set is constituted by 1.5 brands. Still includes study restrictions and suggestions for new researches.