Fatores que influenciam na decisão de compra dos consumidores: um estudo de caso no Atacadão do Real em Palmeira das Missões - RS

Abstract

The relationship between consumers and retailers has undergone major changes since the 1960s to the present day. It went through a transition where, the retailer knew all its customers and their preferences, and today, the company that has this knowledge achieves a differential in the market. Competitiveness among retail stores is increasing and the search for a competitive advantage is essential, given that, given the large number of information and products available on the market, consumers are more demanding and selective in their choices. Thus, studying consumer behavior is the way to understand how he makes his purchase decisions and how the organization can influence him through his marketing actions. Each individual has preferences and behaviors that can be modified over time and changes in the environment, so it is up to retailers to strive to understand these needs and desires. Therefore, the present work aims to identify the factors that influence the purchase decision of consumers at Atacadão do Real in Palmeira das Missões-RS. To this end, a questionnaire was applied, containing 16 closed questions, to a sample of 119 consumers. The data were interpreted through the analysis of frequency, arithmetic mean and standard deviation, which demonstrated that each factor has a certain influence on the consumers' purchase decision, however, the psychological and cultural factors are the ones that stand out the most among consumers in the world. Atacadão do Real.