Componentes com marcas: modelo conceitual e investigação empírica do comportamento do consumidor
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2010
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Previous studies have shown that some components are essential to the final product performance, for example Intel microprocessor and anti-adherent Teflon. Same as our examples, some of these components are branded, and are notorious to the final consumers. Component industries have become to create brand recall in consumers’ mind. Based on this market trend, first we will investigate the variables that leads to final consumer brand awareness of components. Next, we will analyze the influences of this awareness, plus the recognition of components' benefits on consumer decision process. In order to explain the phenomenon a conceptual model will be developed and empirically tested. This conceptual model is based on the model of consumer decision process for final products, but some adaptations to the components’ situation are suggested.