Importância das características na precificação de veículos nacionais
Importance of characteristics in pricing national vehicles
Resende, Camila Brandão de; Scarpel, Rodrigo Arnaldo
http://dx.doi.org/10.1590/S0103-65132009000200010
Prod, vol.19, n2, p.345-358, 2009
Resumo
O mercado de bens de consumo é constituído por produtos heterogêneos que podem ser vistos como uma união de atributos ou características. Quantificar o valor dessas características pode auxiliar na criação de uma regra de precificação que permita, por exemplo, precificar um produto não existente, auxiliando na sua previsão de demanda. O objetivo deste trabalho é utilizar a teoria do preço hedônico para determinar empiricamente o valor e a importância relativa das características na precificação de veículos nacionais brasileiros. O modelo de previsão foi obtido utilizando-se uma função hedônica linear, cujos coeficientes foram estimados através de mínimos quadrados ordinários. Pode-se concluir que a potência é o fator de maior impacto no preço de um veículo, seguido pelo grau de luxo e marca.
Palavras-chave
Precificação, regressão hedônica, mercado automobilístico
Abstract
The market of consumer goods is consisted of heterogeneous products which can be viewed as a union of attributes or characteristics. Quantifying the value of these characteristics can help in the creation of a pricing rule, allowing, for example, pricing a product which is not available, and helping in the estimates of its demand. The purpose of this work is to use the theory of hedonic price to determine empirically the value of characteristics, as well as their relative importance, in the price of Brazilian vehicles. The model was obtained using data regarding 150 national vehicles and a linear hedonic function, which coefficients were estimated by ordinary least squares. It can be concluded that the engine power is the factor which has the greatest impact on a vehicle price, followed by the luxury level and the brand.
Keywords
Pricing, hedonic regression, auto market
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