A influencia do preço, marca, efeito país de origem, atributos sociais e ambientais na decisão de compra do consumidor de produtos têxteis

Abstract

This thesis seeked investigate the purchase attributes and identify the importance of environmental and social attributes at the behavior's costumers. On the current period of restructuration of the textile industry, as well as the level of the organization's competitiveness, It seems important studying the textile costumer behavior's, investigating the importance of the attributes during decision purchase, then, due the increase of sociambiental worries in the companies, the research seeked discuss about social and ambiental attributes, investigating the importance of these subjects on the costumers decision of purchase. For the consecution, the theoretical development were used theories of purchase’s behavior and informations about the textile industry, beside, it was used the definitions and classifications of the attributes of purchase. The thesis is classified as exploratory, using quantitative and qualitative methodology, searching through this choice, develops a complete research, in its fullness, collecting the informations needed to solve the questions created by the subjected studied. The research was conducted in two phases. First, It was qualitative and exploratory study through semi-structured interviews with managers of the textile industry, therefore, we reached to investigate the behavior of the costumer target of each manager and find through the interviews, which attributes of the purchase would be indispensable to the formulation of response cards used in the quantitative phase. The second stage of the research was a quantitative survey with 461 respondents, using an conjoint analysis based on choice (CBC - Choise-Based Conjoint), the data treatment was made by the program Sawtooth Software. On this way, it has been feasible investigate the importance of the purchase attributes used by the textile costumers during the product choice. The results indicated that, in general, the attribute price is the most relevant to the respondents, followed by social concern attribute, brand, environmental concern and country of origin. It was concluded that RSC attribute now appears as important and relevant by the textile consumers, once this subject was presented as the second best rated among the five presented, which does not rule out future research to consolidate the results and contribution to the theme.