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Compras por impulso: o comportamento dos consumidores na intenção de compra aplicado ao retalho
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.44 MB | Adobe PDF |
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Abstract(s)
O estudo das compras por impulso é um objeto de estudo há várias décadas e enquadra-se no comportamento do consumidor. Aliado a este tema deveras complexo surge o interesse de investigar os fatores que influenciam o comportamento de compra por impulso dos consumidores. A presente investigação tem como objetivo o estudo das compras por impulso com aplicação ao retalho tradicional sendo o seu foco na compreensão dos fatores que influenciam a tomada de decisão dos consumidores levando, muitas das vezes, os consumidores a uma compra por impulso. De modo a recolher informações pertinentes sobre o impacto que estes fatores têm no consumidor, foi elaborado um inquérito e realizada uma sondagem por conveniência, em que apenas foi considerada a população de nacionalidade portuguesa, com idade superior a 18 anos e que frequenta supermercados, neste caso, a amostra total conta com 115 indivíduos. Os resultados obtidos demonstram que, apesar de a situação económica atual não ser favorável, os consumidores continuam a realizar compras por impulso, deixando de lado a sua vertente racional e que fatores como o preço e as promoções são os que apresentam uma maior importância e capacidade de influenciar o comportamento de compra por impulso dos mesmos.
The study of impulse purchases has been an object of study for several decades and fits into consumer behavior. Allied to this very complex topic, there is an interest in investigating the factors that influence consumers impulse buying behavior. The present investigation aims to study impulse purchases with application to traditional retail, focusing on understanding the factors that influence consumer decision-making, often leading consumers to an impulse purchase. In order to collect relevant information on the impact that these factors have on the consumer, a survey was prepared and a convenience survey was carried out, in which only the population of Portuguese nationality, aged over 18 and who frequent supermarkets, was considered. In this case, the total sample has 115 individuals. The results obtained show that, despite the current economic situation not being favorable, consumers continue to make impulse purchases, leaving aside their rational aspect and that factors such as price and promotions are the ones with greater importance and capacity to influence their impulse buying behavior.
The study of impulse purchases has been an object of study for several decades and fits into consumer behavior. Allied to this very complex topic, there is an interest in investigating the factors that influence consumers impulse buying behavior. The present investigation aims to study impulse purchases with application to traditional retail, focusing on understanding the factors that influence consumer decision-making, often leading consumers to an impulse purchase. In order to collect relevant information on the impact that these factors have on the consumer, a survey was prepared and a convenience survey was carried out, in which only the population of Portuguese nationality, aged over 18 and who frequent supermarkets, was considered. In this case, the total sample has 115 individuals. The results obtained show that, despite the current economic situation not being favorable, consumers continue to make impulse purchases, leaving aside their rational aspect and that factors such as price and promotions are the ones with greater importance and capacity to influence their impulse buying behavior.
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Keywords
Comportamento do consumidor Compras por impulso Tomada de decisão Retalho