Intenção de recompra de cervejas especiais : efeitos da imagem de preço de produto e do valor percebido

Abstract

The image of product price and perceived value are important indicators of the intention to repurchase. To this end, the objective of this study was to verify the relations between the product price image, the perceived value and the intention to repurchase with the consumers of special beers. Thus, a survey was conducted with 329 consumers seeking to achieve the objective of this research. For the analysis of the data, the Structural Equation Modeling technique was applied. The results indicate that there is a direct positive relationship between the product price image and the perceived value and between the perceived value and the intention to repurchase the special beers. As for the moderating effects, it is concluded that the consumer experience moderates positively the relation between perceived value and repurchase intention, but this was not the case when the negative moderating effect of price sensitivity and price levels (low and high) in the relationship between the perceived value and the repurchase intention. The main theoretical contributions of this study refer to the test of a model for the image of product price, its effects on the perceived value and the intention of repurchase and the relations of moderation by the sensitivity to the price, consumer experience and price levels. As managerial implications are proposed actions aimed at better understanding the perception of the price image of consumers of special beers to better direct the strategic pricing actions of this product. Future studies can broaden the understanding of the developed model, applying it to professionals in the brewing segment, developing experimental studies and adding new constructs to the proposed theoretical model.