Consumidores de padarias: fatores que influenciam no processo de decisão de compra

Abstract

In a world that suffers from constant changes in social and cultural contexts, changes in tastes and modes of consumption also undergo changes. The present study aimed to analyze the influence that digital marketing has on consumer behavior at the time of the purchase decision process in the municipality of Palmeira das Missões. For this study, a quantitative research was carried out with a descriptive character, through a structured questionnaire, distributed through social networks such as Facebook, WhatsApp and Instagram, for residents of the city of Palmeira das Missões, where 225 people answered the questionnaire online. Data were analyzed and tabulated with graphs and tables, using Microsoft Excel 2021 software. With this study, it can be concluded that the profile of consumers is based on a female audience, aged between 18 and 39 years, workers, with families, where the factors that predominate in their decisions are family and friends, income and salary do not influence tastes and the buying process. Where quality and good service prevail when choosing where to buy. For consumers, the social network factor and proximity to the owners, the quality of posts, comments, and ratings are determining factors when choosing a bakery