Análise do comportamento de compra: um estudo realizado na empresa Gallettu’s Especial Chicken

Abstract

The number of bars, restaurants and snack bars in Brazil grows exponentially, increasing competitiveness in these areas of activity, especially in the dispute for better prices, product quality, among other factors that influence customer behavior. Therefore, the objective of this study was to understand the factors that influence the buying behavior of consumers at the Gallettu's Especial Chicken restaurant located in the city of Passo Fundo, Rio Grande do Sul. For this, an exploratory survey was carried out with fifteen interviewees, with open questions to allow participants to respond freely. Data analysis was based on the theoretical foundations of several authors, but in particular Kotler and Armstrong, with the framework of factors that influence consumer behavior, citing cultural factors, social factors, personal factors and psychological factors. It was concluded that the main motivational factors that lead consumers to buy at Gallettu's are the location of the establishment, the quality of the product and its price. However, it was possible to realize that the restaurant can further develop the company's digital marketing and thus seek to expand its brand to as many people as possible and potentially convert them into customers