Escala para o consumo de produtos de luxo: indicadores de validade e precisão
DOI:
https://doi.org/10.5902/1983465917516Parole chiave:
Consumo, Produtos de luxo, Comportamento do consumidorAbstract
O consumo de produtos de luxo é complexo em sua essência, centrado nos desejos, alvo das realizações humanas, ambientado no contexto simbólico e comportamental. Diante desta complexidade, este estudo objetiva validar uma escala para o consumo de produtos de luxo validar uma escala para o consumo de produtos de luxo e analisar suas relações com as dimensões diferenciação; exclusividade; funcional; prazer; status e tradição. Esta pesquisa quantitativa e descritiva foi desenvolvida em três campos distintos (Goiânia, Palmas e Uberlândia), onde foram entrevistados 385 consumidores de produtos de luxo. A escala final foi composta por 35 questões que apresentaram índices adequados de consistência interna e estabilidade fatorial. As análises indicaram que o fator exclusividade, tradição e status são elementos fundamentais para o consumo do luxo, sendo que tradição se apresenta como aspecto mais importante na busca do prazer. Depreende-se também que a exclusividade é o elemento chave para a diferenciação de bens e serviços de luxo. Ademais, a contribuição do estudo estende-se à área de desenvolvimento de produto e qualidade, visto que o instrumento pode auxiliar profissionais no desenvolvimento de produtos e atendimento, em mercados premium e masstige (produtos de massa e prestígio).
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