Processo de decisão de compra de ações como produtos de investimento de renda variável

Abstract

This paper discusses the purchasing decision process involving stocks as variable income investment products. The objective of this study was to analyze how the purchasing decision process occurs for investors who buy stocks with a certain frequency, also covering the investor who decides not to buy such type of product. The aforementioned study was possible after obtaining results from quantitative descriptive research, in the format of a questionnaire, which was aimed at adults, but without segmentation of the target audience. Under the analysis of sociodemographic variables, the results returned that the frequency of investing in stocks denotes prior knowledge of the investor, as well as the level of educational education can determine the degree of recognition of the need to buy stocks. On the other hand, those who do not buy stocks demonstrate aversion to the risk that the product provides, according to the results obtained. Therefore, it was seen that studying the problem/need recognition stage, within the purchase decision process, is fundamental to understanding the motivations behind investor behavior in shares and developing strategies to promote the stock market in Brazil.