Título: | THE INFLUENCE OF CULTURE ON THE POS - DISSATISFACTION BEHAVIOR OF THE CONSUMER: AN EXPLORATORY STUDY ON THE DIFFERENCES BETWEEN FRANCE AND BRAZIL | ||||||||||||||||||||||||||||||||||||
Autor: |
CRISTINA SOARES DE SA |
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Colaborador(es): |
MARIE AGNES CHAUVEL - Orientador |
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Catalogação: | 17/NOV/2010 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | THESIS | ||||||||||||||||||||||||||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=16526&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=16526&idi=2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.16526 | ||||||||||||||||||||||||||||||||||||
Resumo: | |||||||||||||||||||||||||||||||||||||
The dissatisfaction of consumers is a central subject in marketing and a very
important one for companies. The success or failure of an organization is subject
to the consumers` responsiveness since they are the ones who will be satisfied or
dissatisfied with the product and/or service offered for sale. The focus of this
study is the consumer’s dissatisfaction that, when properly observed by the
company, can either help it to correct possible mistakes made in relation to the
goods and/or services sold or can even be taken as basis to create new products.
Besides discussing the consumer`s dissatisfaction issue, the study also draws
attention to a factor that may influence the behaviour of a dissatisfied consumer:
culture. In order to analyse whether culture really has influence on consumers`
behaviour, a qualitative inquiry was carried out by interviewing 20 French who,
most of them, live in Paris. The results obtained are compared with the results
found by Chauvel (2000) in the research he did with 33 consumers in the city of
Rio de Janeiro. Through this comparison, it is possible to notice the existence of
similarities and differences in the interpretations and behaviour of the consumers
from each culture. National and international literature is deficient with regard to
the issue of culture`s influence upon the behaviour of dissatisfied consumers. For
that reason, this study aims to contribute for the advance in the knowledge on this
subject by getting initial elements as far as the mentioned influence is concerned.
The results present a description of the similarities and differences observed and
they attempt to relate them to the sociocultural framework of each country.
Suggestions for future researches are delineated at the end of the study.
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