Determinant Attributes - Research Data-20240906T160717Z-001.zip

ABSTRACT

Objective:Analyze generation Z consumer`s attributes from the construction of the mental model in the smartphone purchase decision.

Method:Qualitative-exploratory using Interactive Qualitative Analyzes (IQA), proposed by Northcutt & McCoy (2004). Data collected via focus group and individual interview and analyzed based on IQA.

Results:Two distinct mental models were identified in the decision to purchase Gen Z smartphones. Attributes such as price, screen size, camera quality, influences, hardware, software, advertising, and design were considered as determinants of the purchase decision.

Originality/Relevance:It innovates by relating the affinities listed by consumers as determining attributes of the smartphone purchase decision. The use of mental models as a way of portraying this decision-making process is also noteworthy, and there are differences in the construction of mental models in the purchase decision process when developed in groups and individually. Contributions are established on the allocation of topological zones, the relationship between the listed affinities, and the power of influence of each closeness in the mental model construction.

Theoretical/methodological contributions:Interactive Qualitative Analysis provides a clear and structured path for conducting qualitative research that places the participant at the center of the analysis, and researchers act simply by guiding the process (reducing the power relationships between researcher and participant).

Management contributions:Managerial contributions are also present by identifying the determining attributes of generation Z consumers when purchasing smartphones, enabling companies/managers to draw up marketing strategies aimed at these consumers, according to their wish to acquire smartphones.