Análise do comportamento dos consumidores via E-commerce: estudo com universitários do curso de Administração do primeiro e último período da Universidade Federal da Paraíba

Abstract

The Consumer behavior has been studied by many different fields of knowledge, due to the need of organizations to know which factors can be of prime importance in the consumer desire in making a purchase. To better understand this consumer, this research addressed some factors that could influence this purchase process. The present research aimed to analyze the consumer behavior of the first and last term of undergraduate management students the Universidade Federal da Paraíba via e-commerce, thus, obtaining a study about the behavior at the moment of the online purchase. In this research, a field analysis was carried out by means of a questionnaire based on the main information regarding the demographic data of the respondents, then behavior when Internet shopping and the crossing of these data for a better study of the results and the perception and attitudes in order to make a more in-depth assessment of how these college students make their purchases. This research had a qualitative and quantitative approach. Therefore, this study aimed to show how these undergraduates make their purchases and their relationships, with some of them being freshman and others being college seniors, making them models for companies that seek to sell their products to this public, knowing them and observing what is sought at the time of making a particular purchase, either by income, by influences, by period and other studied variables. Concluding that the consumption of the students is much lower than those who are leaving the Administration course, showing that the course itself and its scope influenced in order to make these students understand the complexity of the market via e-commerce, consuming more and in a more experienced way.