Análise dos fatores intervenientes no processo de compra de telefones celulares, junto a consumidores da cidade de São Paulo

Abstract

Summary: With a wider range of services and intense and aggressive competition among the four largest mobile operators—Vivo, Claro, Tim, and Oi—consumers now have more purchasing options, allowing them to choose the offer that best suits their needs and desires. Customers are more aware, informed, and demanding, and this forces operators to work harder to win and retain them. Thus, soon, mobile operators' profits will no longer be limited to a single transaction (the sale of a mobile phone line, with or without a device) In other words, improving the operator's financial results will depend on extending and maximizing the value of the relationship with its customers. Given this context, this study aims to discover which factors, types of devices, and services are considered important by mobile phone consumers, as well as their objectives and added value.At the end of this study, the results are expected to contribute to a more realistic view of the needs and values ​​of mobile phone consumers. Furthermore, it is hoped that this work will help entrepreneurs and executives at mobile operators develop offerings that meet their consumers' needs. The study was conducted in two phases: the first consisted of a literature review and explanatory research (focus group and individual interviews) aimed at providing support for a better understanding of mobile consumer behavior. The second phase involved a survey of 269 participants, both prepaid and postpaid consumers in the city of São Paulo. The overall result shows that Brazilian users still perceive the cell phone as a cordless phone, with which they can talk "anywhere." However, younger consumers already have an innovative profile, viewing the cell phone for functions other than talking, primarily focused on entertainment.