Processo de tomada de decisão de aquisição de eletrodomésticos em empresas varejistas: Uma análise com base na abordagem do Interacionismo Simbólico

Abstract

Retail companies have been impacted by changes in customer consumption habits, inserted in a more competitive and demanding market, which also increases the challenge of understanding what are the priorities and what leads the consumer to make the purchase. In response to this challenge, these companies seek to rethink and modify their approach model, with the aim of understanding consumer behavior. In this context, the present work aims to analyze the decision-making process regarding the acquisition of home appliances in a retail company in the city of Uberaba, in the state of Minas Gerais, based on the approach of Symbolic Interactionism, which is about a sociological approach to human relations in which the influence, in social interaction, of the meanings of particular goods brought by the individual to the interaction is of paramount importance, as well as the meanings that he obtains from this interaction under his personal interpretation. It is a qualitative, descriptive research and adopted the questionnaire method for data collection. The results revealed that of the 150 customers who responded to the survey, 93 were women, representing 62%, the predominant age group is over 50 years old (44.6%) and with an income profile below 4,000 reais, which reinforces the target audience of this store as being a popular store that aims to serve the public of classes C, D and E. Regarding the reasons that led to the purchase, the need to replace a defective item or a more current/technological model were the two options with the highest response percentages, representing 31% and 28% respectively.