A escolha dos supermercados pelos consumidores através do modelo do conjunto de consideração: uma investigação em Sobral-CE

Abstract

This work has as objective to identify the set of consideration of Sobral’s supermarkets, from the model considered for Vieira and Mello (2004), as well as verifying the responsible attributes for the consideration and choice of the related supermarkets, characterizing itself, therefore, as a study of the explorer – descriptive type. Aiming at to the reach of the considered objectives, research had been carried through bibliographical, documentary and field research. The bibliographical research approached subjects related to the behavior of the consumer as its processes of decision, set of consideration and the behavior of the consumer in the Brazilian supermarket sector. The documentary research served as the base for the identification and choice of the universe of the research, that understood the inhabitants of the quarters most populous of Sobral, that carried through their main purchases in the supermarkets of the city. The field research happened in two stages: the first one; according to identify the attributes most important for the consideration of the supermarkets by the criterion of Sobral’s consumers, and second with 200 determiners of the purchases, to know its behaviors of choice of the supermarkets. The technique of collection of data, in both cases, was the structuralized interview. As instrument of analysis of the collected data, was used the program SPSS version 10.0. The gotten results had allowed to conclude that the formation of the set of consideration of the Sobral’s consumers is not a complex process, since most of the time it has only a repetition of the previous purchase experience. Also it was possible to perceive that the Sobral’s consumers tend to be faithful, considering few supermarkets. The brands most accepted for such consumers had been the supermarkets that came from Fortaleza, and the most valued attributes in such the stage of consideration as the stage of choice had been functional, characterizing rational decisions.