Customizando o papel do consumidor: um estudo dos fatores de decisão de compra de produtos de papelaria personalizada

Abstract

The present work has as general objective to investigate the factors that influence consumers in the decision process of purchasing personalized stationery products. For this understanding, this research is based on theories related to marketing, the factors that impact the consumer's buying behavior and the purchase decision process. As for the methodological procedures, data collection was carried out through a questionnaire to obtain data in which they generated analysis of graphs based on theoretical lines based on this work. As well as, crosses of these data were carried out between the satisfaction variables with the consumer profile and the consumption profile. Such analyzes showed that among the factors proposed by Kotler and Keller (2012), those that impact the purchasing behavior of the consumer of personalized stationery are: cultural, social, personal and psychological factors. Thus, after the analysis, marketing strategies were suggested for companies operating in the personalized stationery industry.