Abstract

OLIVEIRA-SANTANA, Dhione  and  SOUZA, Jackson. Consumer behavior in Brazil: A Methodological view on the empirical research presented at the meetings of the Marketing Division of the National Association of Postgraduate and Research in Administration ANPAD -EMA (2004 - 2014). Rev. Int. Investig. Cienc. Soc. [online]. 2017, vol.13, n.1, pp.35-48. ISSN 2226-4000.  https://doi.org/10.18004/riics.2017.julio.35-48.

The consumer behavior consists of one of the marketing schools, traditionally studied by the administration, but that over time has been a thematic inserted in investigations of several other disciplines and sciences. With the intensification of researches, academic spaces were created for the reflection and discussion of researches on the area, and the biennial meetings of ANPAD's marketing division are, in Brazil, a space of great importance for the understanding of marketing. The present paper, therefore, aimed to identify, analyze and quantify the methodological procedures present in the papers involving the theme "consumer behavior", presented at the biennial meetings of the Marketing Division of ANPAD - EMA, between 2004 and 2014. Among the results, the multidisciplinarity of the theme is verified by finding papers of several research natures, encompassing aspects of other areas besides Administration, and the merge of qualitative and quantitative approaches with the purpose of knowing profiles, habits and factors related to consumer behavior.

Keywords : Marketing; Consumer Behavior; Academic Production; Marketing Meeting of ANPAD.

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