Uma análise do perfil do consumidor e dos fatores que influenciam a decisão de compra de automóveis particulares de passeio no município de Santa Maria - RS

Abstract

Considering the great expansion of the fleet of vehicles, specially the specific category of automobiles in the city of Santa Maria, it was intended to trace the consumer profile as well as the factors that influence them in the moment of the acquisition of their private cars. For that, the research made use of inductive and statistics methods through a quantitative and qualitative research, in which primary data were collected by means of application of questionnaires with the minimun number from obtained samples about the population from the city analyzed. The accomplished results show that considering the total of the sample (384 interviewees) 280 people (73%) are male aged between 26 and 33 years old. It was analyzed that 81% from the interviewees have only one automobile. In addition, the higher the interviewee's income, the more automobiles they have. The model is the main element considered when acquiring the car jointly with the options of cash-sale modality. This group searches on means of communication to analyze which car would better fit their expectations, disregarding the current traffic scenario in the city that is used everyday. What was the most influential factor on their decisions of acquiring their automobiles was the personal factor mainly because it involves the economical circumstance, that means the individual makes a wise buy, allocating their available income and choosing an automobile that best fits on their current financial condition and therefore preventing indebtedness.