Uso conjunto de dois modelos cognitivos para a compreensão do processo de escolha do consumidor

Abstract

This study aims to generate a better understanding about consumer behavior based on two cognitive models: risk perception and consideration set. In this sense, it has focus on consumer evaluation and choice processes, considering different risk perception levels in two service settings. A survey with a sample of 772 respondents was performed through a structured questionnaire. Results indicate that the number of brands considered for choice is associated with some risk perception dimensions. It was also identified which attributes are considered the most important in service delivery as well as the most used risk reducing strategies by consumers with varying patterns of risk perception. Conclusions and managerial implications are also discussed. ResumoO presente estudo tem por objetivo gerar um melhor entendimento do comportamento do consumidor, baseandose em dois modelos cognitivos: risco percebido e conjunto de consideração. Neste sentido, teve foco no processo de avaliação e na escolha de alternativas dos consumidores, considerando diferentes percepções de risco em dois contextos de serviços. Uma amostra de 772 respondentes foi consultada através de um questionário estruturado. Os resultados indicam que a quantidade de marcas a serem consideradas como alternativa de consumo está associada apenas a algumas das dimensões do risco percebido. Também foram identificados quais atributos são considerados mais importantes na prestação dos serviços analisados e as estratégias redutoras de risco mais utilizadas pelos consumidores com diferentes níveis de percepção de risco. Conclusões e implicações gerenciais também são discutidas. Palavras-chaveComportamento do consumidor, conjunto de consideração, risco percebido.

Perceived physical risk and risk-reducing strategies in the consumption of raw vegetable salads in restaurants

“…The relievers contained in the factor "workers and restaurant smell" were also very frequently used by the consumers. Similarly it was observed in the present survey that in the choice of salads in full-service restaurants, the observation of the workers' behavior was considered as a relevant risk reliever by consumers using fastfood restaurants (Mello et al, 2005). Other studies focusing on the choice of foodservices have shown that the workers' behavior and appearance are considered by consumers as important cues of the hygiene and safety of the establishment (Barber et al, 2011;Fatimah et al, 2011;Henson et al, 2006).…”

“…Similar results were observed in the buying of other food products in supermarkets or in fast-food restaurants (Hornibrook et al, 2005;McCarthy & Henson, 2005;Mello et al, 2005;Yeung & Yee, 2003). Rosati and Saba (2004) showed that although vegetables were not identified by consumers amongst the foods of greater risk, concern about the safety of these foods existed.…”

“…Based on the literature involving studies in the areas of food safety and consumer behavior (Fatimah, Boo, Sambasivan, & Salleh, 2011;Greatorex & Mitchell, 1994;Henson et al, 2006;McCarthy & Henson, 2005;Mello et al, 2005;Mitchell, 1998;Mitchell & Greatorex, 1989;Roselius, 1971;Tse, Sin, & Yim, 2002;Yeung & Morris, 2001) and in the carrying out of two focus groups with consumers (n ¼ 6 for each focus group) in the city of Campinas, 17 strategies were identified for the reduction of physical risks.…”

“…Physical risk was one of the types of risk that most concerned fast-food restaurant consumers (Mello, Leão, & Souza Neto, 2005).…”

“…Based on a literature review, Mitchell (1998) identified the hygiene of the establishment as amongst the main aspects that should be considered by owners in the retail sector for the reduction of the level of physical risks perceived by the consumer. In the choice of fast-food restaurants, the risk relievers most used by consumers to reduce the overall perceived risk were familiarity with the service, an agreeable atmosphere, well-trained workers, money-back guarantee and a search for information amongst family and friends (Mello et al, 2005).…”