Fatores que influenciam o processo de decisão de compra do consumidor: um estudo de caso em um comércio varejista no ramo de purificadores de água na cidade de Fortaleza-CE

Abstract

It is of fundamental necessity for companies to understand the factors influencing the purchasing behavior of consumers. Therefore, the study of the way people select, buy, use and dispose of products is essential for their survival in the market. So it is very important to understand consumer needs to generate more satisfaction for them. The present study are intended to identify the factors that motivate consumer purchasing a retailer of water purifiers located in Fortaleza. A quantitative research, developed through a questionnaire directed to 108 consumers of the company for it was held. The questions in the questionnaire were designed to identify the factors that influence consumer buying process as presented by the author Kotler and Keller (2006). Are they cultural, social, personal and psychological. We attempted to also map four of the five stages of the buying process, they are: the recognition of the problem, information search, evaluation of alternatives, purchase decision. With the analysis of the research we achieved the objective of identifying the consumer profile, as well as map the stimuli that lead consumers to seek the purchase and acquire the cleanser of the company, detailing the steps purifier buying process, check the characteristics of the process of purchase and verify the influences in the buying decision. You can check that the company studied can offer attributes that customers identify as important, generating satisfying the expectations of a large portion of the customers. But was also observed that some factors, such as the disqualified care, investment in media that do not offer returns and the need to communicate more attributes of the brand and its products to the elderly market that is currently not much explored.