Atributos da decisão de consumo em uma cafeteria saudável no Município de Eusébio-Ce

Abstract

The analysis of the attributes of the consumption decision is necessary, as we want to discover the levels of importance that consumers would attribute to different aspects of a healthy cafeteria in Eusebio, Ceara, if it were in operation. To this end, this work aims to analyze the level of importance of the attributes of a healthy cafe in the municipality of Eusebio, Ceara, on the decisions of its consumers. As for the methodology, this research is quantitative in nature, in which data were obtained through a survey questionnaire with the application of 88 questionnaires. Data analysis was carried out through calculations of means, standard deviation and t-test using Excel and SPSS software. The attributes studied were classified according to the degree of importance of consumers' purchasing decisions as determinant, important and salient, according to Alpert's (1971) classification. Based on the results obtained, the service and product quality attributes were considered decisive from the consumers' perspective. The attributes environment and convenience were classified as important according to the respondents, while the attribute price was classified as salient.