Fatores de decisão na compra de máquinas de construção

Abstract

This work aimed to identify the behavior of consumers in the construction machinery purchase decision process, which are the attributes or benefits that are considered. A case study was carried out through a survey of 488 customers who, during the 10-month period, the company participated in the purchase negotiations and the customers opted to purchase from the competition. Customers were asked about the criteria used in the purchase decision, the responses were classified among the following reasons: availability, financing, price, preference for the brand, product, technical support and trade-in. It was identified through the case study that the decisive factor of purchase in this period was the price, followed by the preference of the brand, product and distributor support. When analyzed by segment of activity, the study pointed out that the decisive factor in the purchase is different, in the construction segment the main factor of purchase decision was preference for the brand. The result of this study shows the importance of seeking information from customers, in order to understand the market and what customers consider important when purchasing equipment.