Comportamento do consumidor : análise das variáveis no processo de compra virtual de moda feminina na cidade de Aracaju/SE

Abstract

Understanding consumer behavior helps companies meet their customers' needs, being more heavily investigated when consumers are increasingly purchasing their products virtually. Therefore, this research aims to verify the main factors that make Aracaju women buy women's fashion items virtually. To this end, the following variables were studied: layout and content, security and trust, price and promotion, brand reputation, convenience and usability. As for the methodology, a quantitative, descriptive study was carried out using the survey strategy. 135 women participated in the research, being an intentional non-probabilistic and convenience sample. After analyzing the data, it was concluded that the predominant profile is single women, aged 25 to 35, who have incomplete higher education, work under the CLT regime and have a family income of 3 to 5 minimum wages. Furthermore, these women usually make their purchases on Shein, purchasing mainly casual clothes, every three months. Finally, all variables investigated were considered important in the purchasing process, however the layout and content of the websites were identified as the main factors that influence the purchasing decisions of Aracaju women.