Comportamento do consumidor: uma análise sobre o processo decisório de compras em supermercados

Abstract

This work intends to understand how is the consumer experience and its decisionmaking process of buying in supermarkets. Consumer behavior in a supermarket ultimately vary, since that location there are several communications addressed to him in order to encourage him to purchase. At the very point of sale, the supermarket, you can highlight variables that encourage the consumer to buy, as well as from consumers themselves are also variable drawn that operate in this process. Therefore, present research seeks to understand how these environmental and personal variables act on decision buying process. For the study we used qualitative research methodology , with probabilistic with sample chosen by convenience. And the techniques used were participant observation technique, in-depth interview , the association of designer technical words and technical designer Murray.The study was conducted in four respondents with accompaniment in different supermarkets. The work is divided into an introductory chapter, a methodology, a presentation of the results of two analyzes of the results and a final remarks. The results were discover the segments existing markets , the importance of self shopping place , or supermarket, as the purchase of influencing mood , among others.