Fatores determinantes na compra de produtos de Higiene Oral : Uma avaliação da percepção dos consumidores no varejo farmacêutico

Abstract

In the current context, understanding customer needs and analyzing all aspects related to the behavior of individuals during the stages of the purchase process has become a fundamental task for companies. With this, it is necessary to implement methodologies that make it possible to provide products and services capable of satisfying customers' consumption expectations, preventing them from looking for competitors. This study aimed to identify the factors that influence the purchasing behavior of consumers in the Oral Hygiene category in pharmaceutical retail. The research is classified as applied, exploratory and descriptive, with a quantitative approach. As for the technical procedures, bibliographic research and survey were used. Data were collected through an online questionnaire, consisting of 17 questions, in a total of 304 respondents. The results showed the pharmacy as a destination point for buying Oral Hygiene products in a partially planned way, where respondents mainly use social networks to update themselves on the products of their preference. Subsequently, for the three main categories of Oral Hygiene, toothpaste, toothbrush and mouthwash, average indicators of frequency, expenditure, units per occasion and price were calculated, and in parallel, the purchase decision trees were prepared for each one. . Finally, improvement actions were suggested based on the results found, and these actions were compiled in the PDCA cycle so that pharmacies can implement them and make the necessary improvements in the strategies on an ongoing basis