Comportamento de compra do consumidor em mercados de moda informal
DOI:
https://doi.org/10.12662/2359-618xregea.v8i2.p149-162.2019Keywords:
Comportamento do Consumidor, Consumo de Moda, Decisão de Compra, Teoria do Comportamento Planejado – TCPAbstract
Este estudo tem por objetivo analisar os fatores que influenciam o comportamento de compra do consumidor de mercados de moda informal. Adotou-se a metodologia quantitativa, com a utilização de um questionário estruturado, tendo ele sido dividido em um bloco com seis perguntas sobre o perfil sociodemográfico e outro com 11 perguntas acerca do comportamento do consumidor e as variáveis influenciadoras no processo de compra, aplicado de forma presencial, sendo a abordagem direcionada aos consumidores que apresentassem algum produto de compra. A pesquisa de campo foi realizada no Centro Fashion da cidade de Fortaleza, somando um total de 320 questionários válidos. O processo de análise constou das fases: levantamento das estatísticas descritivas iniciais, verificação da confiabilidade e validade das escalas, usando a consistência interna (Alpha de Cronbach), e por fim, foi conduzida uma Análise Fatorial Exploratória (AFE) para reduzir o número de variáveis. Os resultados alcançados mostram que a maioria das variáveis trabalhadas influencia a escolha do consumidor. Algumas variáveis realçam, no entanto, a importância que é dada ao fator econômico e ao poder de compra (fator preço), tornando evidente que o modelo do centro de moda informal representa a opção de o consumidor ter a oportunidade de compra além das necessidades básicas.
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