Processo de decisão de compra em food trucks: uma análise dos fatores socioculturais de influência

Abstract

It lives in a globalized world without multiple qualifications, multiple daily, and most of them are micro and small businesses that directly influence the economy. One market that is increasingly prominent in Brazil is the food trucks. This course conclusion paper aims to understand the influence of socio-cultural variables on the choice of products offered by food trucks in Fortaleza. To do so, you can identify how the stages of the decision-making process for buying food truck customers, recognize who are the main process factors, and identify how sociocultural variables (culture, family, reference groups, and social class) influence your consumption choices. This is an exploratory, qualitative research, with data collected through in-depth interviews with food truck consumption. The first part of this paper presents a literature review on the study of consumer behavior, understanding its definition and importance for marketing activities and actions, as well as its application, followed by the description of the purchase decision-making process by use; to identify which external and internal variables influence the consumption decision process. The results necessary for a search for fast and differentiated service remain the main need to be met when making a purchase of hamburgers in the food truck. Referrals from friends, Instagram, were cited as the main means of influencing information search and consumption.