Fatores que influenciam a decisão de compra do consumidor: um estudo sobre o consumidor de cerveja nas lojas de conveniência de postos de combustível da Avenida Bezerra de Menezes

Abstract

This paper addresses the various factors that may influence the purchase decision of consumers, and besides that, the role that the trade marketing sector has within companies to place their products, in order to better meet the targeted consumers. Just as in the market in general, the beer market also offers consumers various brands and packages, giving them different options. Brewers and distributor invest in televised media, in refrigeration for retail outlets, in actions to taste the product, they also invest in merchandising for better display in stores, in order to draw more attention to their product. To learn which factors influence beer consumers in convenience stores in gas stations the most, an empirical survey was done on Five (5) points of sale of this type, where 78 (seventy-eight) people, of different gender, social classes and age were approached, by applying a questionnaire where respondents informed their consumption habits, number of visits to convenience stores, quantity of beer units purchased per visit, the reasons for choosing this kind of purchase on this point of sale, and the role of merchandising on this choice.