Influência dos fatores situacionais: uma análise do comportamento do consumidor de hambúrguer

Abstract

The present work aims to determine the influence of situational factors on hamburger consumption behavior in different forms of retail. The study is justified by the rise in consumption of this product in different forms of commercialization, with options from the most basic to those based on gourmets. Methodologically, a research is a qualitative and exploratory study, where a field research was carried out by classifying 11 hamburger consumers in the city of Fortaleza, with the data being taught through content analysis. The main results demonstrate that the consumer in his consumption process deals with situational factors that are sometimes opposed to the choice of the hamburger consumption and that these influence the consumption decision. Aspects related to the physical environment of hamburgers, such as ease, comfort and layout; social environment, such as interaction with groups of friends, co-workers, family group; time, where agility and speed are prized; reason for purchase, own reasons and interference from third parties; and the state of mind, such as mood swings and emotional conditions are important as influencing the purchase decision in the various forms of retail.