Comportamento de compra do consumidor no varejo supermercadista: o caso de Mato Grosso

• Ano de defesa: 2010
• Autor(a) principal: Vargas, Allyson Rodrigues
• Orientador(a): Batalha, Mario Otávio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de São Carlos
• Programa de Pós-Graduação: Programa de Pós-Graduação em Engenharia de Produção - PPGEP
• País: BR
• Palavras-chave em Português: Comportamento do consumidor; Comércio varejista; Alimentos; Supermercados; Varejo de alimentos
• Palavras-chave em Inglês: Consumer behavior; Retail food stores; Supermarket
• Área do conhecimento CNPq: ENGENHARIAS::ENGENHARIA DE PRODUCAO
• Link de acesso: https://repositorio.ufscar.br/handle/ufscar/3651

Nowadays, studies of consumer behavior are of great relevance. Understanding the factors that lead consumers to choose a particular product or brand over others makes marketers continually seek answers to the needs of these consumers. This work aims to study the buying behavior of consumers in the food retail market of Mato Grosso, as a way of subsidizing business strategies for the sector. It was attempted through the Sheth; Newman; Gross model to identify the variables that influence the purchase decision of consumers. The methodology was grounded on two pillars, bibliographic studies and survey. The sampling was based on the probabilistic technique stratified by population and profile of the buyer of food. There were applied 385 valid questionnaires and the data handling was performed using the statistical package SPAD. The multivariate analysis using clustering identified six distinct groups of consumers: clear, economical, convenient, hedonic, new buyers and demanding. The identification of these groups allows supermarkets to develop and implement different strategies according to the characteristics of their chosen target audience.