Comportamento do consumidor: percepção do mercado imobiliário em João Pessoa/PB, no bairro de Manaíra.

Abstract

Understanding the factors that influence consumer behavior is essential for organizations, since this generates a competitive differential and contributes to the development of marketing strategies. Our study shows that consumers are influenced by different factors, among which we chose the motivational aspect as the most relevant. The objective was to identify which of the needs of Maslow's pyramid has a greater motivating factor of influence in the purchase decision process of a high standard apartment of 65m2 of a construction company x in the neighborhood of Manaíra. The research had an exploratory character, of an applied nature, and as for the research method, it is qualitative. In order to respond to the objective of the work, several interviews were carried out with the owners and residents of the Manaíra neighborhood, in order to better understand the problem to be studied. As a result, the research showed that the need for personal fulfillment was the one that generated the greatest weight in the purchase process and linked to it the characteristics of compact high standard of relative low cost and location.