El papel de la mujer en la compra: una tipología del consumidor basada en las decisiones vacacionales

María José Barlés Arizón; Jorge Matute Vallejo

doi:10.25145/j.pasos.2012.10.069

Autores

María José Barlés Arizón
Jorge Matute Vallejo

DOI:

https://doi.org/10.25145/j.pasos.2012.10.069

Palavras-chave:

decisões de férias, estilos de vida, escala AIO, análise cluster, papel da mulher

Resumo

No presente trabalho analisamos o papel da mulher no processo de decisão de compra das férias familiares, Concretamente, tentamos identificar tipologias de mulheres com base em variáveis como decisões pré e pós-férias, estilos de vida e variáveis sociodemográficas. Os dados obtidos através da realização de 300 inquéritos a mulheres casadas ou que vivem em casal mostram três grupos de mulheres em função do papel que tomam nas decisões de férias: as que mais participam nas decisões pré-eleiçõesférias, as que têm menos relevância na tomada de decisões e as que participam especialmente nas decisões durante a viagem. Também mostra a necessidade de aprofundar o uso dos estilos de vida como variável explicativa.

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Biografia do Autor

María José Barlés Arizón

Departamento de Dirección de Marketing e Investigación de Mercados. Facultad de Empresa y Gestión Pública. Universidad de Zaragoza.

Jorge Matute Vallejo

Departamento de Dirección de Marketing e Investigación de Mercados. Facultad de Ciencias de la Salud y el Deporte. Universidad de Zaragoza.

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