Comportamento do consumidor feminino: um estudo de caso na Linhares Veículos em Santana do Livramento-RS

Abstract

This research aimed to analyze the female consumer behavior in purchasing used cars in Linhares Veículos® in Santana do Livramento – RS. As well, the way gives the influence of factors that Consumers consider important about their behavior. The concepts studied were, consumer behavior, marketing, and automotive sector, to help better understand the reality and context in which the company operates. Concepts that contributed to the identification of aspects that has the power to promote changes in the behavior of women throughout the buying process. To fulfill this objective was used an exploratory research, qualitative and quantitative type and on a case study approach. The research was exploratory in nature due to the lack of studies on this market area, and this range of consumers in the city, sought to find in this paper possible aspects that make up the relationship between the automotive market and santanense women through interviews that helped in obtaining data for analysis and understanding of this little known fact. The data analysis allowed a better understanding and recognition of the influencing factors of the female consumer buying process Linhares Veículos, which were identified by example, the service, the company's environment, confidence, and security, as great weight factors in women's decision. It was possible through research understand and observe behavioral and preferred variations within the consumers participated in the research group, allowing comparisons between the results and proposals of the theoretical framework.