Identificação dos fatores de qualidade utilizados por consumidores de anéis de biojóias comercializados na cidade de Manaus

Abstract

This research aimed to identify the quality factors that lead users of biojewels rings to acquire an adornment of this type and the quality factors used by the owners and managers of establishments that sell these ornaments to direct the production and sale of these items. For the development of this research, it was examined the views of consumers of this type of adornment, through the applying of two structured forms, in six locations of Manaus city. The data were treated statistically. For the quantitative and qualitative variables it was applied descriptive statistical analysis with the calculation of the frequencies: absolute, relative and cumulative relative. Crossing data were performed in order to obtain greater accuracy of information. In the users descriptive analysis, the following crosses were made: of age by gender; gender by schooling; gender by family income; frequency of biojewels purchase by family income; place of ring acquisition by family income; gender by ring numbering; gender by ring interest and gender by ring characteristics. In the owners and managers descriptive analysis, crosses were performed: of gender by schooling; places of sale by tucumã species used in the rings production; places of sale by stores specialty; places of sale by source of tucumã seed; stores characteristics by places of sale; ring exclusivity by places of sale; ring numbering characteristic by places of sale; rings warranty expiration by places of sale and places of sale by price of biojewels rings. Therefore, this made possible to realize that the well-finished, comfort and innovation have great importance, according to the scale proposed in this research, for users of this kind of ring and may influence the purchase. It was also possible to identify the quality factors, used by the owners and managers, which have great importance and define the production and sale of such adornment. Furthermore, it was evaluated the socio educational profile of the traders and managers as well as the social economic and educational profile of the users, where it was observed that the users are female and belong to class C and the owners and managers are female. Thus, it was concluded, with this research, that the identified factors should be included in the biojewels rings as quality characteristics.