Identificação do perfil do consumidor de comércio eletrônico de Quixadá-CE : visando a abertura de negócios eletrônicos para a região

Abstract

In the internet and communication era, e-commerce is the great trend in world commerce, and is rapidly ceasing to be news and becoming a strategic tool for companies to distinguish themselves in the market in which they operate . In the perspective of the great expansion and growth of e-commerce and in a market of fierce competition of increasingly demanding consumers, tracing the consumer’s profile to adopt better trading strategies can make all the difference as customer satisfaction increases. In this context, the objective of this study is to outline the profile of the consumer and non-consumer of e-commerce in Quixadá-CE to assist companies and entrepreneurs in opening electronic businesses to the region, for this we did a market survey through a questionnaire with the population of Quixadá-CE obtaining 261 answers from local consumers. To analyze the data of this research we use the Factorial Analysis to unravel the most relevant factors of the research and the K-means Algorithm to trace the profiles of the consumers of the city. With these techniques we come to a greater understanding regarding the consumer’s profile of e-commerce of Quixadá-CE, so that measures can be taken in order to be offered to these consumers the right product and in the right way. The study brings contributions to the understanding of possible reasons that lead the consumer to buy online or not and their respective preferences.