Processo de decisão de compra on-line de smartphones com universitários

Abstract

Smartphones are an essential tool in the workplace, in academic life and as members of society. Therefore, this work aimed to analyze the decisions of university students regarding the purchase of smartphones. Specifically, we sought to carry out a study to verify how respondents classify certain attributes when buying smartphones, questioning their adherence to online purchases and in which establishments they make these purchases, in which situations they choose to exchange the device and reasons for not shopping online. This research is classified as descriptive, bibliographical and quantitative. A questionnaire was applied to the students in a virtual way, through the Google Forms platform and had the participation of 236 respondents. In the results, it was observed that among students there is a great adherence to ecommerce, the stores most used to buy smartphones are Magazine Luiza, Lojas Americanas and Mercado Livre. In addition, the brand, price and functionality attributes are considered extremely important during the smartphone purchase decision process. It is noteworthy that the opinion of family or friends factor had a large divergence of evaluations, however, most respondents classified it as moderately important. In general, we can conclude that during the purchase decision process, survey participants do not choose a smartphone only by brand, they also take into account the functionality and price of the device. Among this sample of respondents, it is concluded that word-of-mouth marketing may not be an effective way of promoting the brand.