A influência dos grupos de referência no processo decisório do consumidor de livros técnicos e universitários.

Abstract

This study sought to take notice about the types of influence that reference groups have on consumers in their decision-making process of purchasing textbooks and academic books. Furthermore, the study also aimed to propose that marketing actions can be applied to Bookstores in order to reach their consumers, seeking to build relationships and loyalty. The research is characterized by quantitative and descriptive; it was used the non-participant observation during the Book Fair in Santa Maria, with the aim to describe consumer behaviour of technical and academic books. Also it was applied a questionnaire to consumers textbooks and academics, to identify and analyse which types of reference groups and the types of influence they have on those customers. The method of sampling was not probabilistic and for convenience; were obtained 215 valid questionnaires. As the main sources consulted before the purchase of technical and college books : teachers and / or individuals who have knowledge in the area, magazines and catalogues and / or websites Publishers. Regarding the type of influence that the reference group exerts more on consumers textbooks and college, it was observed that the influence of informational earned the highest average, followed by the influence of utilitarian and influence the type expression value. It was also made analyses of segmentation, factorial, cluster and regression. After analysing and discussing the data, was suggested that marketing actions can be useful in order to adapt Bookstores intheir products and services, create relationships and build customer loyalty. The Marketing actions suggested were to apply tools of relationship marketing, sales promotions, intensify the relationship with teachers, build partnerships with publishers textbooks and university bookstore site to keep updated.