Fatores do comportamento do consumidor feminino no segmento de beleza e estética : um estudo com alunas da Universidade Federal de Sergipe

Abstract

The consumer behavior factors is a subject that has been showing highlight in the study field and in the corporate world, and also it is a subject of great relevance in the beauty and aesthetics segment. The present research aims to contribute to the understanding about the factors that influence on the consumers behavior from Universidade Federal de Sergipe against the beauty and aesthetics segment. To this end, it was done a descriptive research and quantitative in nature, consisting in field research with the application of questionnaires with 326 participants, in order to understand about the influencing factors on the student consumer behavior. The research results show that personal satisfaction, social and cultural factors are major influencers in the consumer behavior of these students. The female consumers from Universidade Federal de Sergipe have this segment as of great importance for them and also, these consumers find more satisfaction on consuming some product that has good price.