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Consulta aos Conteúdos
Estatística
Título: CONSUMER ATTITUDE TOWARDS SHEIN
Autor(es): GABRIELA LINHARES CLEMENTINO
Colaborador(es): MARCUS WILCOX HEMAIS - Orientador
Catalogação: 11/JUN/2025 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=70939@1
[en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=70939@2
DOI: https://doi.org/10.17771/PUCRio.acad.70939
Resumo:
The present study aims to understand consumer attitudes toward the brand Shein compared to its main competitors. To conduct this analysis, the most important attributes for consumers when shopping on Chinese e-commerce brands were identified. The study focused on Brazilian consumers who have made at least one purchase in this segment. Additionally, the companies chosen were Shein, Shopee, and AliExpress. The research used was exploratory and descriptive in nature to best map consumer attitudes. Initially, secondary data was gathered and compared with qualitative research to identify the primary attributes of the Chinese platforms. Subsequently, quantitative research was conducted in two stages: one to understand the weighting of attributes and another to assess the degree of association of these attributes with the brands.
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