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Impacto do website da marca de automóveis Peugeot nas atitudes e comportamentos dos consumidores
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Resumo(s)
O presente estudo procura avaliar de que forma o website da marca de automóveis Peugeot Portugal influencia as atitudes e os comportamentos dos consumidores que visitam o website para pesquisar informação, conhecer as novidades ou simplesmente contactar com a marca. Mais concretamente procura avaliar se a visita ao website tem impacto na decisão de voltar ao website ou na decisão de compra do automóvel. Vários estudos têm comprovado que muitos consumidores pesquisam informação na Internet antes de tomarem a decisão de compra de um automóvel. Este passou a ser um passo crucial para os consumidores, por isso as marcas devem estar preparadas para conseguir responder eficazmente a esta procura. No entanto, nunca até aqui foi estudado o impacto desta pesquisa nas atitudes e nos comportamentos. Terá a pesquisa de informação sobre automóveis na Internet (nomeadamente no website de uma marca de automóveis) efeitos na decisão de voltar ao website ou na decisão de compra? Os trabalhos de investigação anteriores estudaram o processo de pesquisa de informação, mas poucos tiveram em conta a Internet, ainda mais quando há estudos que comprovam a importância que este meio alcançou neste processo. Ao analisar uma realidade concreta e portuguesa, o presente trabalho procura trazer novas ideias para o debate.
This study attempts to evaluate how the website of the brand Peugeot Portugal influences the attitudes and behaviours of consumers who visit the website to find information, discover the new products or just contact with the brand. Specifically attempts to evaluate if the visit to the website has impact on the decision to return to the website or on the decision to purchase a car. Several studies have shown that many consumers research information on the Internet before taking a decision to purchase a car. This has become a crucial step, so the companies must be prepared to be able to respond effectively to this demand. However, it never has been studied the impact of this research on the attitudes and behaviours of consumers. Has the search for information on cars on the Internet (including the website of a brand of cars) effect on the decision to return to the website or make a purchase decision? The previous works studied the process of researching for information, but never took into account the Internet, especially when there are studies that show the importance of this medium in this process. This work analyzes a concrete and portuguese reality and, by doing that, wants to bring new ideas to this debate.
This study attempts to evaluate how the website of the brand Peugeot Portugal influences the attitudes and behaviours of consumers who visit the website to find information, discover the new products or just contact with the brand. Specifically attempts to evaluate if the visit to the website has impact on the decision to return to the website or on the decision to purchase a car. Several studies have shown that many consumers research information on the Internet before taking a decision to purchase a car. This has become a crucial step, so the companies must be prepared to be able to respond effectively to this demand. However, it never has been studied the impact of this research on the attitudes and behaviours of consumers. Has the search for information on cars on the Internet (including the website of a brand of cars) effect on the decision to return to the website or make a purchase decision? The previous works studied the process of researching for information, but never took into account the Internet, especially when there are studies that show the importance of this medium in this process. This work analyzes a concrete and portuguese reality and, by doing that, wants to bring new ideas to this debate.
Descrição
Mestrado em Marketing
Palavras-chave
Pesquisa de Informação Automóveis Internet Website Impacto nas atitudes comportamentos dos consumidores Information Research Cars Internet Website Impact in the attitudes behaviours of consumers
Contexto Educativo
Citação
Martins, Ana Filipa Costa. 2010. "Impacto do website da marca de automóveis Peugeot nas atitudes e comportamentos dos consumidores". Dissertação de Mestrado. Universidade Técnica de Lisboa. Instituto Superior de Economia e Gestão
Editora
Instituto Superior de Economia e Gestão