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Authors
Advisor(s)
Abstract(s)
Atualmente, a maioria da população possui smartphones, desde pessoas com mais idade
até crianças. Todas, cada vez mais, utilizam estes dispositivos desde idades mais
novas. Este estudo foi desenvolvido com o objetivo de identificar os fatores que
influenciam a escolha de smartphones, no contexto nacional português.
Foi realizada uma revisão bibliográfica, dos estudos mais relevantes para o tema em
questão. Os autores destacaram quatro fatores principais que consideram influenciar os
consumidores ao escolher e comprar um smartphone. Estes fatores, são as características,
marca, preço e influência social.
Após a revisão da literatura elaborou-se o modelo conceptual e hipóteses de investigação
que se focam em dar resposta ao objetivo do estudo. Utilizou-se uma abordagem de
análise quantitativa, e como método de recolha de dados, um questionário online e
impresso com o fim de avaliar os fatores mais relevantes na compra de smartphones.
Obtiveram-se 200 respostas, cujos dados foram analisados através do software SPSS.
Os resultados obtidos, revelam que os fatores influenciadores da escolha de smartphones
por parte da população portuguesa, são as características dos smartphones, a sua marca
e respetivo preço, enquanto a influência social não se verificou como um fator
significativo. Desta forma as empresas de smartphones devem concentrar-se na evolução
das características dos smartphones. Devem também procurar investir no marketing e
reconhecimento internacional das marcas dos seus smartphones, optar por preços
competitivos e atrativos.
Nowadays, the majority of the population owns smartphones, from older people to children. Everyone is increasingly using these devices from a young age. This study was carried out with the aim of identifying the factors that influence the choice of smartphones in the Portuguese national context. A literature review of the most relevant studies on the subject was carried out. The authors highlighted four main factors that they consider to influence consumers when choosing and buying a smartphone. These factors are characteristics, brand, price, and social influence. After reviewing the literature, the conceptual model and research hypotheses were drawn up to answer the study’s objective. A quantitative analysis approach was used, and as a data collection method, an online and printed questionnaire was used to assess which factors are most relevant when buying a smartphone. A total of 200 responses were obtained, and the data was analyzed using SPSS software. The results show that the factors influencing the Portuguese population’s choice of smartphone are the characteristics of the smartphone, its brand, and its price. In contrast, social influence was not found to be a significant factor. Smartphone companies should, therefore, focus on the evolution of smartphone features. They should also seek to invest in the marketing and international recognition of the brand, prioritizing competitive and attractive prices.
Nowadays, the majority of the population owns smartphones, from older people to children. Everyone is increasingly using these devices from a young age. This study was carried out with the aim of identifying the factors that influence the choice of smartphones in the Portuguese national context. A literature review of the most relevant studies on the subject was carried out. The authors highlighted four main factors that they consider to influence consumers when choosing and buying a smartphone. These factors are characteristics, brand, price, and social influence. After reviewing the literature, the conceptual model and research hypotheses were drawn up to answer the study’s objective. A quantitative analysis approach was used, and as a data collection method, an online and printed questionnaire was used to assess which factors are most relevant when buying a smartphone. A total of 200 responses were obtained, and the data was analyzed using SPSS software. The results show that the factors influencing the Portuguese population’s choice of smartphone are the characteristics of the smartphone, its brand, and its price. In contrast, social influence was not found to be a significant factor. Smartphone companies should, therefore, focus on the evolution of smartphone features. They should also seek to invest in the marketing and international recognition of the brand, prioritizing competitive and attractive prices.
Description
Keywords
Comportamento do Consumidor Gerações Influência Marketing Smartphones