ResumoA escassez de estudos em administração que tenham como foco o comportamento da mulher como consumidora durante o período de gestação motivou a elaboração da pesquisa. Estabeleceu-se como objetivo de pesquisa identificar as principais mudanças no processo de tomada de decisão de compra de mulheres durante a primeira gravidez, com foco nas mudanças relativas à compra de itens de uso pessoal das grávidas. Para atingir o objetivo foram realizadas entrevistas semiestruturadas em profundidade com 72 gestantes de primeira viagem (primigrávidas), com pelo menos quatro meses de gravidez, em locais na Zona Sul do Rio de Janeiro. Os resultados mostram que são muitas as mudanças que ocorrem no processo de tomada de decisão durante a gestação. Quanto ao que comprar, de modo geral, a prioridade passa a ser aquilo de que o bebê precisa. A preocupação em buscar uma alimentação saudável cresce; a prática de atividades físicas é intensificada, bem como o consumo de cremes estéticos. Em contrapartida, o consumo de roupas é menor. O tempo despendido na busca por informações e avaliação de alternativas são maiores do AbstractThe lack of academic studies in management that focus on the behavior of women as consumers during the gestation period motivated the preparation of this search. Was established as object of research identifying the main changesin the process of making purchasing decisions of women during the first pregnancy, focusing on changes relating to the purchase of items for personal use of pregnant women. To achieve the objective of the research interviews were conducted semi-structured in-depth with 72 first-time pregnant women, with at least four months of pregnancy in places in the South Zone of Rio de Janeiro. The results show that there are many changes occurring in the process of decision making of women during pregnancy. As for what to buy, in general, the priority shall be what the baby needs. The concern with seeking a healthy diet grows, the physical activity is enhanced and the consumption of cosmetic creams. However, the use of clothing is reduced. The time and effort expended by pregnancies in the search for information and evaluation of alternatives are higher than before pregnancy. One of the interviewees was
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