Assessment of Brand Type Influence in Purchase Decision.

Authors

  • Luiz Alberto Marcondes Homen de Mello e Castro
  • Maria Aparecida Gouvêa Universidade de São Paulo - Faculdade de Economia, Administração e Contabilidade

Keywords:

Branding, Cosmetics, Brand Type.

Abstract

Due to the proliferation of products on the shelves in the stores, many companies started to use brands to differentiate their offer from competitors. However, many managers create an improper positioning of their brands and, thus, reduce the value of their products, rather than expand it. In order to improve the understanding about the type of brand, this study aimed to analyze the consumer preference in relation to facial anti-aging cosmetics attributes that brands can influence, such as: brand type, price, perceived quality, minimum purchase quantity and status. To achieve this scope, a survey was carried, during the year of 2009, concerning the preferences of 100 women about anti-aging cosmetics. The data analysis was executed using conjoint analysis. It was discovered that, to the analyzed sample, the determinative attributes to choose an anti-aging facial cosmetic, arranged in ascending order, are: minimum purchase quantity, status, price, brand type and quality. And, despite a few exceptions, it was obtained that social brand is preferred by the respondents. Thus, since the quality is the most important attribute for the interviewees, social brands that focus on the quality of their products and on how they are made can be great sources of value for the companies.

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Author Biographies

Luiz Alberto Marcondes Homen de Mello e Castro

Mestre em Administração de Empresas pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo – São Paulo-SP, Brasil Bacharel em Administração de Empresas pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo

Maria Aparecida Gouvêa, Universidade de São Paulo - Faculdade de Economia, Administração e Contabilidade

Professora Livre-Docente em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo – São Paulo-SP, Brasil Doutora em Administração pela Faculdade de Economia, Administração e Contabilidade da Universidade de São Paulo Mestra em Estatística pelo Instituto de Matemática e Estatística da Universidade de São Paulo

Published

2014-06-02

How to Cite

Castro, L. A. M. H. de M. e, & Gouvêa, M. A. (2014). Assessment of Brand Type Influence in Purchase Decision. REGE Revista De Gestão, 21(2), 235-251. Retrieved from https://www.revistas.usp.br/rege/article/view/99926

Issue

Section

Marketing