Uma análise da influência das variáveis socioculturais no processo de decisão de consumo de produtos e serviços em pet shops

Abstract

The present work of conclusion of course is based on an exploratory and qualitative research whose general objective was to understand the influence of sociocultural variables in the choice of products and services offered in pet shops. In order to do so, we sought to identify the stages of the consumers' decision-making process by pet shops, as well as who are the influencers of this process and how the sociocultural variables influence their choices. This is an exploratory and qualitative research, developed from in-depth interviews with 10 consumers of products and services in pet shops in the city of Fortaleza. The first part of this work brings a bibliographic review on the study of consumer behavior, including its definition and importance for marketing activities and actions, as well as its application, followed by the description of the consumer decision making process; to finally identify which external and internal variables exert influence in this process of consumption decision making. The results indicate that the consumers' needs are related to the health and well-being search for their animals and that there are influencers in the process. Cultural factors, as well as the influence of family, reference groups and social classes are observed. The contribution of this work comes from the analysis of behavior through in-depth interviews with consumers of products and services offered by pet shops that can meet the needs and desires generated by the relationships with their pets.