Marketing e sua influência no comportamento do consumidor

Abstract

In a world that is constantly changing, companies need to pre-shape themselves before society, having the need to reorganize and keep their concepts updated to have a successful business, through marketing, which is enriching within of an organization, we have a more systemic view, transforming the safe process, allowing us to identify the best opportunities, making the company stronger and more competitive, retaining, and keeping more and more customers. This study allowed us to analyze marketing and its influence on the behavior of pizza consumers at Borges, with the marketing mix, price, place, product and promotion, consumer behavior, factors that influence the purchase process, personal, psychological, cultural, and consumer satisfaction. This research was characterized as descriptive and quantitative type, applied in the Borges company, having as product pre-baked pizzas, the company is located in the Bela Vista neighborhood, in the city of Panambi/RS. For the analysis, a questionnaire was applied, through a link made available on google forms, which had 136 respondents. It was concluded that the main marketing factors influencing consumer behavior were personal influence, such as age between 26 and 47 years old, with a prevalence of females with 64%, social, such as the preference to eat pizza in the company of friends and family 50.7% and emotional, like being happy to eat pizza 77.2%. The Net Promoter Score (NPS) method aimed to measure the satisfaction and/or loyalty of the company's buyers, which resulted in a positive percentage of 95.9% for respondents, concluding that the company should invest more in marketing, especially on social networks.