Fatores que influenciam a compra de produtos de conveniência em supermercados: uma análise do consumidor de cerveja

Abstract

The role of retail in the beverages market has become more important, due to the volume of transactions of this channel, and amount of consumers who choose to shop at supermarkets. Situations in which the consumer has to choose among brands of very similar products, regarding are frequent. On this paper, the factors that influence beer consumer’s decision regarding which beer to buy in supermarkets are examined. On the empiric survey, 50 consumers, from both genders and different social classes were approached in four supermarkets in Fortaleza. They declared their shopping habits, frequency in which they shop at supermarkets, consumer’s behavior regarding the planning and execution of their purchase, factors that they take in consideration when deciding which brand of beer to buy in a supermarket, and the impact of beer merchandising in supermarkets.