Comportamento do consumidor no processo decisório de compra de gelato a partir da retomada econômica pós-pandemia de COVID-19: estudo de caso em uma rede de gelateria

Abstract

This course conclusion work has the general objective of analyzing the post-pandemic gelato purchase decision-making process in the northeast region. To this end, consumer behavior was studied during the stages of the purchase decision process, which are the psychological factors (motivation, perception and learning) that influence it and the situational variables during the purchase decision (physical environment, social environment, time, reason for purchase and state of mind). This research is classified as exploratory and qualitative, it was developed based on bibliographic research and interviews with 16 people living in 7 capitals in the northeast and customers of the largest network of ice cream shops in the Northeast. The results indicate that during the purchase decision process, one of the main determining factors is the cost-benefit ratio and the feeling of self-fulfillment that the product brings. Physiological and esteem needs were identified as the main psychological factors and social networks such as Instagram, Facebook, etc., as the main tools for searching for information, however, previous experiences with the brand are also taken into account. It was also verified that there is a search for a cozy and quiet environment for on-site consumption and that delivery is a possibility of purchase that meets different moments, the mood state has an impact on the consumption decision, despite it being originated from of different states of mind.