Impacto da Marca versus Impacto do Preço para a Decisão de Compra do Consumidor: Um Estudo Teórico Oriundo de uma Pesquisa Bibliométrica na Base de Dados Scopus

Lucas Tartarotti, Deise Taiana de Ávila Dias, Deonir De Toni

Resumo


Marca e preço são duas das variáveis estratégicas no processo de decisão de compra do consumidor. Verificou-se na base de dados que marca e preço são temas constantemente abordados por pesquisadores de diferentes países, principalmente os profissionais da área do marketing. Neste sentido, estes são temas corriqueiros em revistas científicas de impacto. Com vistas a isso, a pesquisa realizada teve como objetivo analisar o impacto das variáveis preço e marca na decisão de compra do consumidor e como elas se relacionam entre si. Assim, foi realizado um estudo teórico  a partir  de uma pesquisa bibliométrica. Utilizou-se a base de dados Scopus, cuja orientação de busca foi a Lei de Zipf (1ª Lei da Bibliometria) considerando os termos “price" (preço) e “brand” (marca) no título, resumo e/ou palavras chave. Os resultados demonstram que estas variáveis estão interligadas e relacionadas no processo de decisão de compra do consumidor.


Palavras-chave


Marca. Preço. Decisão de Compra. Bibliometria.

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DOI: http://dx.doi.org/10.24883%2Fric.v8i4.316

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