Processo de decisão de compra do consumidor do produto de cesta básica em atacarejo de alimentos: uma análise dos fatores situacionais de influência

Abstract

The present work of conclusion of course has as general objective to understand the influence of the situational factors in the decision on the process of purchase of the basic-needs grocery package of product in a wholeretail. In order to do so, we sought to identify the stages of the purchasing decision process for costumers of the basic-needs grocery package product in wholeretail, who are the influencers of this process and how the situational variables influence their choices. This is an exploratory and qualitative research, developed from interviews with 9 consumers of the basic-needs grocery package of product at a leading wholeretail store in the region. The results indicate that consumers’ motivation to purchase is related to meeting the basic food needs of a family and there are influencers in the process. Situational factors, such as the time and the reason of purchase ratio, were observed as having a strong influence during the decision to buy the basic-needs grocery package.