Banca de DEFESA: WESLLEY THIAGO MARTINS FERNANDES

Uma banca de DEFESA de MESTRADO foi cadastrada pelo programa.
STUDENT : WESLLEY THIAGO MARTINS FERNANDES
DATE: 29/02/2024
TIME: 09:00
LOCAL: Online
TITLE:
KEY WORDS:

Behaviour consumer; neuroscience; Smart TV; EEG.

PAGES: 137
BIG AREA: Engenharias
AREA: Engenharia de Produção
SUMMARY:

In the current context of the retail sector, consumers are becoming increasingly demanding, faced with a wide variety of available products and services. Sales information is one of the factors influencing their purchasing decisions, but other factors, such as emotions and other behavioral aspects, also play an important role. In this context, this study aims to analyze the behavior of consumers of electronic products like Smart TVs, using the neuroscientific tool electroencephalogram (EEG), which allows identifying responses of electrical brain activities indicating cognitive states related to the purchasing decision process. Thus, a neuromarketing experiment was developed, employing techniques from neuroscience and marketing. Stimuli with factors of interest were created to elicit neural responses from participants during the display. These stimuli were developed based on variations of 43” and 55” Smart TVs with technical specifications and streaming services, along with the implementation of consumer ratings. Overall, the results indicated that participants showed a preference for 55” Smart TVs with streaming services and high ratings, while technical specifications also had significant results in the decision-making process. Additionally, participants' age influenced their decisions, and streaming services had higher engagement in the presence of ratings when presented alongside Smart TVs. It is expected that the findings of this work can contribute to understanding consumer behavior in the segment of electronic products offering entertainment and can be applied to the development of more effective strategies in meeting market and consumer needs and preferences. Also, in terms of economic, it may assist companies in creating effective campaigns targeted at the target audience, increasing sales and profits. Socially, it allows companies to create satisfactory shopping experiences for consumers and influence others in acquiring these products. In environmental terms, insights can reduce resource waste, such as printed materials and energy in marketing campaigns, contributing to more sustainable practices.

COMMITTEE MEMBERS:
Externo à Instituição - LUCAS VEIGA ÁVILA
Presidente - 2292895 - DENISE DUMKE DE MEDEIROS
Interna - 3184359 - LUCIA REIS PEIXOTO ROSELLI