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Advisor(s)
Abstract(s)
Com o presente estudo pretende-se observar e avaliar as variáveis que persuadem a lealdade à marca no mercado dos smartphones. Para tal, foi aplicado um inquérito via questionário online, ao qual responderam 193 inquiridos. Com os resultados obtidos foi primeiramente efetuada uma análise estatística descritiva, analisando as frequências e médias. Assim, os principais resultados permitiram concluir que existem quatro marcas que têm um peso significativo no ponto de vista dos clientes, sendo elas a Apple (32,6%), seguida pela Xiaomi (24,4%), pela Samsung (22,8%) e pela Huawei (11,4%). Foi posteriormente efetuada uma análise inferencial, utilizando testes paramétricos e não-paramétricos, assumindo um nível de significância de 5%. Assim foi possível verificar a existência de uma relação entre a satisfação global com o produto, a qualidade percebida, o amor à marca e a lealdade à marca. Foi também possível confirmar que as variáveis sociodemográficas como o sexo, idade e habilitações literárias não afetam diretamente a lealdade por uma marca. A lealdade encontra-se, sim, relacionada com as vendas da marca, pelo que é vantajoso para a marca aumentar a lealdade dos consumidores.
This study aims to observe and evaluate the variables that impact brand loyalty in the smartphone market. A survey was conducted via online questionnaire, to which 193 respondents answered. With the results obtained, a descriptive statistical analysis was first performed, analyzing frequencies and means. Thus, the main results showed that there are four brands that carry significant weight from the customers' point of view, these being Apple (32.6%), followed by Xiaomi (24.4%), Samsung (22.8%) and Huawei (11.4%). An inferential analysis was then performed using parametric and nonparametric tests, assuming a significance level of 5%. Thus, it was possible to verify the existence of a relationship between overall satisfaction with the product, perceived quality, brand love and brand loyalty. It was also possible to confirm that sociodemographic variables such as gender, age and education do not directly influence brand loyalty. Loyalty is related to brand sales, therefore it is advantageous for the brand to increase consumer loyalty.
This study aims to observe and evaluate the variables that impact brand loyalty in the smartphone market. A survey was conducted via online questionnaire, to which 193 respondents answered. With the results obtained, a descriptive statistical analysis was first performed, analyzing frequencies and means. Thus, the main results showed that there are four brands that carry significant weight from the customers' point of view, these being Apple (32.6%), followed by Xiaomi (24.4%), Samsung (22.8%) and Huawei (11.4%). An inferential analysis was then performed using parametric and nonparametric tests, assuming a significance level of 5%. Thus, it was possible to verify the existence of a relationship between overall satisfaction with the product, perceived quality, brand love and brand loyalty. It was also possible to confirm that sociodemographic variables such as gender, age and education do not directly influence brand loyalty. Loyalty is related to brand sales, therefore it is advantageous for the brand to increase consumer loyalty.
Description
Mestrado em IPB-ESTG e ASSOCIAÇÃO DE POLITÉCNICOS DO NORTE (APNOR): Instituto Politécnico do Cávado e do Ave, Instituto Politécnico de Viana do Castelo
Keywords
Marca Satisfação Qualidade Amor Lealdade