O comportamento do consumidor em tempo de crise

Abstract

The economic crisis (end of 2008 and the begining of 2009) affected the patterns of the consumer behavior, which during pre crisis period were characterized for an hedonic consumption, and a remarkable level of materialism. A great part of the consumers have lost a significant part of their incomes which consenquently, to face external pressures, influenced their behavior and their consumer buying decision process. This paper examines the influence of the crisis on the consumer buying decision process, mediated by consumer profile and brands. In order to research the abovementioned topics, it was realized a carefully literature review and a quantitative study based on the administration of questionnaires. In this way, it was possible to answer to the proposed research questions. The study shows that the crisis have impact on the different stages of the consumer buying decision process. This impact varies amongst different demographic and psicographic features of the consumer, as well the consumer brand loyalty.

Date of Award	25 Jul 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Ana Filipa da Rocha de Castro e Côrte-Real (Supervisor)