TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | THE IMPACT OF THE BRAND IN THE CONSUMER DECISION PROCESS: A SMARTPHONE INDUSTRY ASSESSMENT | ||||||||||||
| Autor(es): |
PEDRO HENRIQUE PAU BRASIL SALLES |
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| Colaborador(es): |
DANIEL KAMLOT - Orientador |
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| Catalogação: | 22/ABR/2020 | Língua(s): | PORTUGUESE - BRAZIL |
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| Tipo: | TEXT | Subtipo: | SENIOR PROJECT | ||||||||||
| 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/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=47620@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=47620@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.47620 | ||||||||||||
| Resumo: | |||||||||||||
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This paper was done with the objective of analyze the opinion of the consumers of the brands Apple, Samsung, Motorola and LG, in the smartphone industry, about the impact degree of the brand in their buying decision. Several theoretical approaches of the marketing area were explored to analyze the relevance of a lot of factors, as brand, brand equity, consumer behavior, perception, among others. To perform the analyze it was used a quantitative research in quiz format, using an adaptation of the multidimensional brand equity scale, developed by Yoo and Donthu (2001). The obtained results indicate the variations in the opinions of the respondents, depending of which smartphone brand they are clients, regarding the importance of the brand in the buying decision process.
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