A influência dos fatores sociais e atributos do produto na decisão de compra de smartphones

Abstract

This research has the purpose to analyze the level of attributed influence by smartphone consumers to product attributes (brand, price, design, camera, battery and operating system) and social factors (reference groups, family, roles and status). 215 people answered the survey, and the results were concluded based on the analysis of calculated data by mean, standard deviation and T test. Between all the attributes, the one that had the most attributed influence was price, and the second was the battery. When it comes to social factors, those that had the most attributed influence were items linked to opinions, firstly from the internet, and then from the reference groups: friends and family.