Produtos alimentícios artesanais: fatores que influenciam a decisão de compra do shopper

• Ano de defesa: 2023
• Autor(a) principal: Ermini, Marcelo
• Orientador(a): Crescitelli, Edson
• Banca de defesa: Strehlau , Vivian Iara, Motta, Artur Machado da, Luppe, Marcos Roberto
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: produtos alimentícios artesanais; comportamento do shop-per; processo de decisão de compra; sociedade; consumo; artisanal food products; shopper behavior; purchase decision process; society; consumption
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::COMUNICACAO
• Link de acesso: http://tede2.espm.br/handle/tede/697

This study aims to identify the factors that influence shoppers at retail points of sale to acquire artisanal food products. It is an investigation based on a qualitative approach, using the inductive method, focusing on shopper behavior in the growing market of artisanal food products (AZEVEDO, 2022; BONI, 2022; PORPINO, 2022). The research is motivated by the need to understand the influencing factors on shoppers, which can contribute to organizations developing effective marketing strategies and optimizing their actions at points of sale. The study is divided into two phases: firstly, a comprehensive literature review on the subject was conducted, followed by an empirical research phase that involved in-depth interviews with consumers, aiming to explore the factors that influenced their choice of artisanal food products. The findings reveal that the primary factors influencing the purchasing behavior of shoppers for artisanal food products are the search for pleasure derived from the distinct and almost exclusive taste, as well as the knowledge acquired about the product, brand, and producers through self-initiated information searches on social media or information provided by producers and retailers. Consequently, companies can utilize the collected data to strategically provide relevant information about their products and brands to shoppers at points of sale, thereby enhancing their marketing effectiveness.