Consumo e satisfação no Ferreira Supermercados

Abstract

This research aimed to understand the behavior of Ferreira Supermercados customers, in the light of the theoretical approach of important scholars of the themes: consumer satisfaction, consumer behavior, needs, purchase desires, marketing, consumption, seduction and customer loyalty. In this sense, the adopted literature brought reflections on the intrinsic value of products, market knowledge, differential in relation to competitors, in addition to other important aspects associated with the need, satisfaction and behavior of consumers. To fulfill the purpose of the study, a survey was carried out using a structured questionnaire applied to Ferreira Supermercados customers. The results show the high frequency with which customers return to Ferreira Supermercados (even more than once a day), and the various moments in which most customers made their purchases at the establishment, which suggests the existence of loyalty among them. Ferreira Supermercados. These results can even be compared with those of other studies carried out in supermarkets of the same size and “family” origin. In addition, it made it possible to better understand Ferreira Supermercados customers, who pointed out, in addition to weaknesses, the relevance of disclosure, as well as hortifruti, highlighting their strengths, which are service and cleanliness, and how these aspects influence consumption. In the end, the results of the survey carried out at Ferreira Supermercados allowed us to conclude that through the satisfaction index, it is possible to state that customers are satisfied with the company Ferreira Supermercados; that there is a need to conquer new customers and the need to know more and more about its consumers, aiming at their continuous return.