Fatores de influência na satisfação dos consumidores de caiçara-pb no setor de varejo de roupas

Abstract

The present work deals with the thematic factors of influence on consumer satisfaction of Caiçara-PB in the clothing retail sector. Based on the need to understand the consumer behavior of clothing retailers in Caiçara-PB, especially in aspects related to the factors that satisfy them at the time of purchase, the importance of this work was verified. A descriptive search was then used for this purpose. Thus, a descriptive research was conducted in the field and through questionnaires, to raise the characteristics of the consumers and to define a profile of purchase. The survey data was treated in a quantitative way using the Excel application of the Office Package and the SPSS application. The results showed that consumers in Caiçara-PB of retail clothing are substantially more sensitive to the geographical convenience, service and organization of clothing retail stores. From the perspective of the retail stores in Caiçara, the results indicate that they adopt the marketing strategy based on price, but only the Mega Store 4 knows how to communicate this strategy effectively. It is suggested that other stores review their strategies or improve them.