TRABALHOS DE FIM DE CURSO @PUC-Rio
| Título: | ANALYSIS OF THE BEHAVIOR OF CONSUMERS OF THE CLASS B AND C, 30 TO 45 YEARS, IN THE CITY OF RIO DE JANEIRO IN THE PROCESS OF BUYING LINGERIE USING THE ANALYTIC HIERARQUIC METHOD (SAATY) | ||||||||||||
| Autor(es): |
PATRICK MARCO ARGALJI |
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| Colaborador(es): |
JORGE DURO - Orientador |
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| Catalogação: | 05/FEV/2026 | 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=75310@1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/TFCs/consultas/conteudo.php?strSecao=resultado&nrSeq=75310@2 |
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| DOI: | https://doi.org/10.17771/PUCRio.acad.75310 | ||||||||||||
| Resumo: | |||||||||||||
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The topic of this monograph is the consumer behavior in the process of
buying a lingerie using the Analytic Hierarquic Method by Saaty. The study and
knowledge of how the consumer behavior is, has the principle of assisting
companies in developing of strategic plans and decision making. The main
objective of this research is to know what / which / attribute (s) has the greatest
influence in the decision process of buying a lingerie, according to the
consumers. The methodology used was a focus group with a qualitative
approach, along with the MAH. The research was conducted with consumers of
classes B and C, between 30 and 45 years, through interview. From the analysis,
it was found that the attribute that most influences the process of buying a
women s underwear is Durability, which is in agreement with the quality that the
product offers to consumers.
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