O processo de decisão de compra do consumidor no período pós pandemia

Abstract

Covid-19 had a major impact on the world due to its high level of danger and restrictions. Faced with the pandemic and the necessary isolation, several economic sectors were affected, leading companies to the need to adapt according to consumer behavior. Considering the increase in sales in the clothing retail sector between 2022 and 2023, this work sought to analyze the consumer's purchasing decision process in the clothing sector in the post-pandemic period. In this way, the research is characterized as a multiple case study, descriptive, exploratory and with a qualitative approach. In data collection, three companies in the clothing retail sector participated in the interview through individual semi-structured interviews. Regarding the analysis, this was done using the content analysis technique. According to the data obtained and the purchasing decision literature, being: the search for information; evaluation of alternatives and the purchase decision, it was noticed that there was a change in terms of going to physical stores to using online sales channels. The service factor is kept as essential by customers, and even with the increase in the use of online sales channels, there are still people who prefer to go to stores to analyze clothing items and/or check the quality. Companies have changed and are still changing in search of the best for their customers, seeking to further adapt their companies according to the new way of consumption.