A Influência da Marca Na Decisão De Compra: Um Estudo Sobre a Realidade Do Mercado Do 30 E A Rede De Lojas da Bricomat
- Country : Angola
- Subject :
Keywords : Brand, decision making, construction materials.
Abstract
Currently, the Civil Construction industry has great socioeconomic and strategic importance for the development of the country, taking into account the transformations that, in an accelerated way, present a new reality of challenges for companies in this sector. This means that the activity of buying begins to have a greater connotation in the face of the demands of an increasingly competitive market were making assessments and making consumption decisions can be difficult. In this way, brands stand out as one of the main aspects of influence on consumers, thus, the objective of the study is to analyze the influence of the brand in the choice of construction materials, taking into account the determining factors in the consumers' purchasing decision. from the 30 market and the Bricomat chain of stores. From this perspective, it fits into a quantitative, in analytical research with a comprehensive and descriptive nature based on documental and bibliographical analysis in the search for answers from a social reality about the brand as a factor of influence in the purchase decision. Thus, based on the results of the questionnaire carried out to buyers of construction material in Mercado do 30 and the Bricomat chain of stores, it was proved that the brand is a determining factor in the purchase of construction materials. In short, it is considered that civil construction companies should invest more in brand selection rather than choosing lower-priced materials to ensure the quality of the works.
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