Na tomada de decisão, o conteúdo afetivo dos possíveis resultados é determinante para escolha. Pessoas com diferentes tolerâncias a estes resultados têm distintas tolerâncias a risco. Decisões são moduladas minimizando-se resultados aversivos (emoção negativa e dor), e diferenças individuais relacionadas a aversão a risco poderiam ser preditoras de percepção de dor. Aqui, objetiva-se explorar se indivíduos com distintas aversões a risco financeiro teriam diferente percepção de dor física, social e imagética (contemplação de imagens de baixa valência/alto alerta). Em decisões financeiras, características pessoais de sensibilidade a preço ou produto seriam reveladas na maneira como o cenário de decisão é visualmente explorado. Outro objetivo é investigar como se dá a modulação da atenção visual em decisões financeiras de acordo com características individuais, manipulando-se diferentes formas de apresentação de preço. Espera-se colaborar para o entendimento dos processos de decisão em humanos, e contribuir para a construção de um modelo amplo de tomada de decisão. / The human behavior has its basis in dynamic coalitions of networks of brain areas underling emotion and cognition. It is believed that the decision is made through simulations of possible outcomes, and the affective content of these outcomes is crucial to the choice. Individuals experience different levels of tolerance to aversive results, these differences shape tolerance to risk, and it might also shape tolerance to pain. Therefore, pain perception could be an important component of decision-making. We explored the relationship between individual differences in pain perception (nociception, social exclusion and imagetic pain, the displeasure caused by low valence and high arousal images) and financial risk aversion. We also investigated how individual differences in economic decisions are reflected in visual attention, in different prices scenario. We hope to collaborate to a better understanding of the decision processes in humans, and to contribute to the conception of a more complete model of decision-making.

This thesis deals with the purchase behavior and habits of consumers in the retail chain COOP, particularly cooperative COOP Hořovice. The work consists of two main parts -- theoretical and practical. The theoretical part solves the issue of purchase behavior of consumer and the factors that influence on consumer during all phases of their purcasing decisions, from a general perspective. Regarding the solving issue work also provides information about private labels, which are typical for retail. Furthermore it includes basic knowledge of marketing research and its phases. The practical part is beginning with important data about the cooperative COOP Hoovice (history, basic information, offered services and private labels). Recommendations for improvements are based on the course of research and its results interpretation.

The master's thesis deals with the purchase decision-making process of consumers in the market of the portable computers. The aim of this thesis is to analyze the different stages of the purchase decision-making process, specify the consumers in this market and describe their buying behaviour. In the theoretical part of the thesis there are described internal and external factors affecting the buying behaviour of consumers and also the purchase decision-making process. Furthermore, the thesis describes the market of portable computers, the current situation on this market and purchase decision-making process in this market. The thesis contains primary and secondary research. Primary research involves the analysis of data obtained from a questionnaire survey conducted in the form of online surveying. Primary research is devoted to the description of the various stages of the purchase decision-making process of the defined age categories. Secondary research specifies the consumers in the market of portable computers on the basis of data from the database MML-TGI.

This thesis deals with finding competitive advantages of the company X and the key factors for improvement. The aim of this work is to find through the research the competitive advantages of the chain company X, which provides fast food on the Czech market, it's deficiencies and key factors, that can help the Company to improve in the future time. The theoretical part consists of five chapters, beginning with a chapter on marketing services, the following chapters deal with the purchase decision-making process in the service market and market category and competitive advantage. Methodology chapter closes then all the theoretical part. The practical part includes chapters examining the importance of a fast food restaurant in the world and the current market trend in the Czech Republic. Other parts deal with the characteristic of market and market category, analysis of competition, characteristic of the company X. The most important chapters in this section are the practical results of the survey, suggestions and recommendations to the company.

La presente investigación presenta un análisis destacado del desenvolvimiento del visual merchandising en el punto de venta en una tienda deportiva. Como se pudo comprobar la presencia de una marca en el punto de venta es lo más relevante para el consumidor. La afinidad y la calidad del mismo siempre predomina por encima de las demás estrategias. Asimismo, estrategias que ayudan a mostrar los productos o servicios en la tienda deportiva también tienen una mayor solidez de influencia con las relaciones públicas la materialización de una experiencia se hace a través de la personificación de un ídolo deportivo utilizando el producto o servicio que se busca destacar y mostrar. Indudablemente, lo que se añade a las tiendas son la necesidad de establecer organizaciones de la ubicación de las tiendas separadas por los estilos de vida que hoy en día los consumidores están acostumbrados a encontrar. De esta manera, un nuevo orden hace que las estrategias sean precisamente para satisfacer a sus clientes a través de las características que pueden presentar estos productos o servicios. Todo esto trae consigo un panorama mucho más dinámico para las tiendas, los consumidores demandan tener un conocimiento previo del producto antes de tomar de tomar la decisión final y por ello, la tienda realiza estrategias en el punto venta destinadas a informar y presentar los productos de una manera especial y agradable. / This research presents an outstanding analysis of the development of visual merchandising at the point of sale in a sports store. As it was possible to verify the presence of a brand in the point of sale is the most relevant for the consumer. The affinity and quality of it always predominates over the other strategies. Likewise, strategies that help show the products or services in the sports store also have a greater solidity of influence with public relations, the materialization of an experience is done through the personification of a sports idol using the product or service that is sought highlight and show. Also, what is added to the stores are the need to establish organizations of the location of the stores separated by the lifestyles that today consumers are accustomed to find. In this way, a new order makes the strategies are precisely to satisfy their customers through the characteristics that these products or services can present. All this brings with it a much more dynamic outlook for stores, consumers demand to have a prior knowledge of the product before making the final decision and therefore, the store makes strategies at the point of sale designed to inform and present the products of a special and pleasant way. / Trabajo de investigación

Existe poca información sobre el impacto de la responsabilidad social corporativa (RSC) en el punto de venta del rubro de moda. Por ello, se ha decidido estudiar cómo este problema influye en la decisión de compra tras la campaña “Cómodos con nuestra piel” de la marca Renzo Costa. Nuestro objetivo es analizar cómo influye esta estrategia social en la decisión de compra de los consumidores, mediante un enfoque cualitativo basado en entrevistas semi estructuradas. / There is little information on the impact of corporate social responsibility (CSR) at the point of sale of the fashion industry. For this reason, it has been decided to study how this problem influences the purchase decision after the “Cómodos con nuestra piel” campaign by the Renzo Costa brand. Our objective is to analyze how this social strategy influences the purchase decision of consumers, through a qualitative approach based on semi-structured interviews. / Trabajo de investigación

El desarrollo del presente trabajo de investigación tiene como objetivo principal reconocer el impacto de las estrategias producto del marketing editorial en la decisión de compra de libros impresos en Perú, aplicado a jóvenes Millenials peruanos. Es así como el presente trabajo de investigación presentará el nivel de impacto de las estrategias de producto del marketing editorial, determinando el perfil del lector millenial que forma parte del grupo que más lee en el Perú y presentará el nivel de impacto de la estrategia de producto del marketing editorial en la decisión de compra del consumidor en la adquisición de libros impresos. La investigación previa que existe de este mercado en el Perú es bastante escasa, aún así se logro conocer los puntos más relevantes del tema y desarrollar las herramientas de investigación, tanto para el estudio cualitativo como cuantitativo. En lo que respecta al estudio cualitativo, se realizó un focus group a 6 personas como también entrevistas a profundidad a dos expertos en el sector editorial. En cuanto al estudio cuantitativo, se realizó una encuesta virtual a una muestra de 196 personas que cumpliesen con el perfil establecido. Finalmente, las conclusiones a las que se llegan con esta investigación, es que las estrategias de producto del marketing editorial si impactan de una importante manera la decisión de compra del lector, especialmente si se enfoca en las características del producto valoradas por el consumidor / The main objective of the present research work is to recognize the impact of the strategies produced by editorial marketing in the decision to purchase printed books in Peru, applied to young Peruvian Millennials. This is how the present research work will present the level of impact of the product strategies of the editorial marketing, determining the profile of the millennial reader that is part of the group that reads the most in Peru and will present the level of impact of the product strategy of editorial marketing in the purchase decision of the consumer in the acquisition of printed books. The previous investigation that exists of this market in Peru is quite scarce, even so it is possible to know the most relevant points of the subject and to develop the research tools, both for the qualitative and quantitative study. Regarding the qualitative study, a focus group was carried out for 6 people as well as in-depth interviews with two experts in the publishing sector. As for the quantitative study, a virtual survey was conducted on a sample of 196 people who met the established profile. Finally, the conclusions that are reached with this research, is that the product strategies of editorial marketing if they impact in an important way the purchase decision of the reader, especially if it focuses on the characteristics of the product valued by the consumer / Trabajo de investigación

[pt] De acordo com o levantamento do IBGE, mais de um terço dos brasileiros vive aquém de suas necessidades básicas de consumo. As conseqüências dessa desigualdade vêm se tornando insuportáveis para todos, principalmente com o aumento recente dos índices de criminalidade nos principais centros urbanos. O atual Governo brasileiro tem enfatizado bastante o envolvimento do meio empresarial na busca de alternativas para amenizar a situação de desigualdade e pobreza do país, além de uma atuação mais responsável e transparente perante a sociedade. Desta forma, o atributo de responsabilidade social tende a se tornar ainda mais valorizado pela sociedade e pelo público consumidor. O presente estudo suporta a idéia de que existe um segmento de mercado que considera o nível de responsabilidade social das empresas em suas decisões de compra. Os resultados empíricos mostram evidências de que alguns consumidores estão dispostos a pagar um pouco mais e até abrir mão de alguns atributos do produto para contribuir com um programa social. As empresas possuem, portanto, uma oportunidade de focar nesse público, atingindo seus objetivos, ao mesmo tempo em que contribuem para a sociedade. / [en] According to IBGE data, more than one third of Brazilians lives beyond basic consumption needs. The consequences of these social differences have become unacceptable for everyone, mainly due to the recent increase of urban criminality. The actual Government has emphasize a lot the involvement of companies in a way to find possible solutions to reduce this poverty and social differences, besides going toward a more responsible and transparent market actuation.. This way, social responsibility attribute seems to become even more important and valued by Brazilian society and consumers. This study supports the idea that there is a market segment that considers a company`s level of social responsibility in its purchase decisions. The empirical results shows sufficient evidence that some consumers would pay a bit more for the same product and even give up of some aspect of the product in order to contribute to a social cause. So companies have the opportunity of focusing on this segment, reaching their objectives, while contributing to the society.

La industria de los videojuegos competitivos ha tenido una mayor relevancia en el mundo del entretenimiento donde cada vez son más las personas que utilizan las redes sociales para crear comunidades y tener un mayor contacto con marcas de productos dedicados a los eSports. Sin embargo, la influencia que generan las acciones de Social Media Marketing, el boca a boca electrónico y el valor de marca en la decisión de compra de estos productos no ha sido analizada completamente. Por lo cual este estudio, mediante encuestas virtuales, recopiló datos de 250 jóvenes peruanos que sirvieron para determinar que existe una influencia mínima y poco significativa de dichas variables en la decisión de compra. Ello debido a que las personas no percibirían a las opiniones de otros compradores como información relevante y decisiva para una posible compra además de no tener apego hacia las marcas de este tipo de productos. / The competitive video game industry has had a greater relevance in the world of entertainment where more and more people are using social networks to create communities and have greater contact with product brands dedicated to eSports. However, the influence generated by Social Media Marketing actions, electronic word of mouth and brand equity in the purchase decision of these products has not been fully analyzed. For this reason, this study, through virtual surveys, collected data from 250 young Peruvians that served to determine that there is a minimal and insignificant influence of these variables on the purchase decision. This is due to the fact that people would not perceive the opinions of other buyers as relevant and decisive information for a possible purchase in addition to not having attachment to the brands of this type of product. / Trabajo de investigación

Este trabajo de investigación pretende demostrar la importancia del EWOM en el proceso de decisión de compra de booking hotelero. Los constantes avances tecnológicos han creado plataformas digitales, respecto a hospedajes, como las páginas de reseñas, que permiten a los usuarios compartir sus experiencias a través de comentarios, calificaciones, entre otros, generando así el EWOM, el cual es el boca a boca digital. Por ende, este fenómeno, en el sector turístico, podría influir durante el proceso de compra de un usuario en la elección de reservar un establecimiento hotelero. Posteriormente, se analizarán diferentes opiniones de usuarios junto a simulaciones de reserva de hospedajes que se realizaron a lo largo del trabajo de investigación para identificar los descubrimientos más relevantes en cuanto al proceso de decisión de compra online durante la reserva de un hospedaje, en estas páginas de reseñas de hoteles y por ende, dichas páginas puedan conocer qué elementos intervienen durante este proceso y trabajar en ello para enriquecer la compra del usuario. / This research work aims to demonstrate the importance of EWOM in the hotel booking purchase decision process. The constant technological advances have created digital platforms, regarding lodgings, such as the review pages, which allow users to share their experiences through comments, ratings, among others, thus generating the EWOM, which is digital word of mouth. Therefore, this phenomenon, in the tourism sector, could influence the choice of booking a hotel establishment during the purchase process of a user. Subsequently, different user opinions will be analyzed together with accommodation reservation simulations that were carried out throughout the research work to identify the most relevant discoveries regarding the online purchase decision process during the reservation of an accommodation, in these pages of hotel reviews and therefore, these pages can find out what elements are involved during this process and work on it to enrich the user's purchase. / Trabajo de investigación