Comportamento do consumidor de consórcio de automóveis: um estudo do papel dos influenciadores digitais no processo de decisão de compra

Abstract

The present work of conclusion of course has as general objective to understand the process of purchase decision of automobile consumers based on the indication of influencers of digital media. Thus, the aim of the present study was to answer the question: What is the contribution of digital influencers in the decision-making process for the purchase of automobile consortia? The general objective is to analyze the purchasing behavior of consumers of auto consortium based on the indication of products from influencers in digital media. To this end, we sought to identify the stages in the purchase decision process and to identify the different influencers in the purchase decision of the automobile consortium. This is an exploratory and qualitative research with in-depth interviews with 8 consumers. The results indicate that consumers, for the most part, seek to buy a consortium to meet the need to purchase the vehicle within a certain period and of a personal and planned nature. In addition, some consumers have purchased more than one service from the chosen administrator, a behavior justified by relationship created. It was found that the role of the influencer in this purchase decision process, in addition to being an agent capable of spreading information and teachings on a given subject among his followers, also needs to convey security and transparency regarding the content disclosed in his profile. In addition, there was a high level of intervention by the influencers, especially those who, in addition to giving tips, also acted as agents for selling the product.