Fatores que influenciam a decisão de compra dos consumidores de doces para datas comemorativas

Abstract

This study had for objected to analyze the decision process of consumers regarding sweets for commemorative data. For this, the 5-step decision model was used. For this purpose, a quantitative survey was carried out with customers of a sweets company located in the municipality of Barracão – Rio Grande do Sul, divided into profile, pre-purchase, consumption and post-purchase questions. The results obtained by the research, indicated which factors mainly influenced the decision for the establishment where the sweets would be purchased, where the quality factor was offered more easily as relevant as opposed to the price factor which proved to be of little relevance at the time of the decision, high averages were also seen in questions about the consumption and post-purchase phase, demonstrating good approval of the company by sweet consumers in the city.