O comportamento do consumidor frente ao processo de decisão de compra: um estudo de caso sobre a Rommanel

Abstract

The process of buying things involves a mental and emotional activity that mix the necessity or desires of a consumer. The process of the purchase’s decision includes several steps to actually get to the purchase. In order to this we need to understand the evaluation of alternatives, the criteria and the impact of the mark to be able to get the result we want. The main objective of this paperwork is to make the reader able understand the consumer’s behavior in the buying process’ point of view, identifying the factors that motivate consumers to buy branded products Rommanel and to identify what the impact of these factors make in the purchasing decision. The methodology used in the research was qualitative and was classified as exploratory, descriptive and bibliographical. This paperwork’s survey was based in a research with 20 customers, aged between 20 and 50 years, through an interview where we can conclude that point that have most influence in the customer’s decision is the credibility that the brand has in the market. The results of this study aim to contribute to the studies on the consumer’s behavior of semi jewelry’s purchase.