O processo de decisão de compra do cliente e seu impacto na gestão de vendas: estudo de caso de uma empresa varejista cearense

Abstract

Given the easy access to information and other impacts of globalization, there is an increase in demand and knowledge of the modern consumer. Contemporary organizations seek more intensely to understand their consumers and comprehend what they consider in their purchase decision process. Therefore, companies aim to identify and satisfy the needs and desires of their customers. This research intends to investigate the behavior and buying decision process of consumers from a retail company in Ceará, also intends to understand the sales management of the same company . As the last objective, the research intends to analyze the impact of such behavior on the sales management of the organization. In the study, the theoretical concepts were: consumer behavior (Blackwell , 2005) and ( Miniard and Engel 2005), the factors that influences the consumer’s buying decision process and its steps (Kotler, 2004), and sales management (Dias, 2010) analyzing the principles for good sales management. As to the objectives of the research, it is an exploratory study, from a qualitative nature, funded by a case study with a cearense retailer where were applied 20 structured questionnaires for their customers and a interview with the manager. The data from the questionnaires were tabulated using Microsoft Excel expressed through graphics. For analyzing the interview data, an analysis based on the theorectical references of the work was performed. The results showed that there is an influence and impacts of consumer behavior and the process of purchase decision directly in the sales managemente of the retailer studied.