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Estatística
Título: ANALYSIS OF THE SOCIO-ENVIRONMENTAL FACTOR AS AN INFLUENCE ON PURCHASING BEHAVIOR: DENGO CHOCOLATES CASE STUDY
Autor(es): JULIA NATALICIO ATAIDE
Colaborador(es): ANDRE LACOMBE PENNA DA ROCHA - Orientador
Catalogação: 27/JUL/2023 Língua(s): PORTUGUESE - BRAZIL
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.
Referência(s): [pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=63366@1
[en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=63366@2
DOI: https://doi.org/10.17771/PUCRio.acad.63366
Resumo:
This work has as main objective to measure the influence of the socioenvironmental factor on the purchasing behavior, this being communicated through the green marketing of the brand Dengo Chocolates. To this end, a research was carried out divided into two stages. The first consisted of an exploratory investigation to identify the attributes present at the time of deciding to buy premium chocolates. In the second, a purchase simulation was made, performed through the method of joint analysis, allowing the measurement of the weights related to the pre-established purchase criteria, being the B Corp Certification the ecological attribute. Complementary data were collected through a questionnaire The results show that the brand is the main factor in making the purchase decision and that the value of the label s presence is bigger for Generations X, Y, and Baby Boomers.
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