Comportamento de compra de produtos alimentícios in natura por delivery durante a pandemia: o conhecimento gerado a partir de percepções dos consumidores brasileiros

Abstract

The experience of the Covid-19 pandemic, the complexity of consumer relations and the dynamics of the reality experienced by society in this period resulted in an impact on the daily lives of consumers, including the purchase of in natura food products for delivery. This study aimed to identify drivers that explain the purchase and repurchase intention of Brazilian consumers of in natura food products for delivery during the Covid-19 pandemic, based on the perception of Brazilian consumers. This study is justified, given that obtaining adequate information and knowledge can reduce errors in decisions and serve as a basis for anticipating innovative solutions for customer satisfaction, ensuring competitive advantage in times of crisis in this business segment. In addition, it is understood that identifying trends in consumer behavior during the pandemic scenario may represent access to information that will support strategic actions for business management, will serve as a basis for strategic decision making and organizational learning to be carried out. replicated in other circumstances. This investigation is qualitative in nature, developed in two stages: an exploratory and an explanatory one. The first stage of the research had as an instrument of data collection in-depth interviews and used Content Analysis as a strategy to explore the corpus of content, showing that the 7 P's of services Marketing were considered by the interviewees as decisive elements for the purchase of in natura food products for delivery. In addition, the first stage of the research resulted in the identification of other constructs that served as a basis for the next stage. The second stage of the research had as a data collection instrument a 6-point Likert scale questionnaire to collect the degree of agreement or disagreement elaborated with the constructs. The database formed from the answers obtained in this questionnaire was duly treated and analyzed y the Coincidence Analysis (cna) method, an algorithm executed using the R® Software, aiming to search for causal regularities or explanatory coincidences between the purchase intention drivers. and repurchase. This step resulted in more than one causal explanatory solution, so criteria were adopted for the selection of solutions that best explained the purchase and repurchase intention, but that maintained robustness, reliability, consistency, and coverage in the standards considered ideal and with the least possible complexity. The cna evidenced combinations between the constructs as causally explanatory for the purchase and repurchase intention by Brazilian consumers. Therefore, the results found in the two research stages reiterate the importance of the elements of the 7 P's of service marketing, the Theory of Planned Behavior, User Experience and the constructs Satisfaction, Trust and Security, Practicality, Convenience and Convenience and Perception of risk in relation to health and Covid-19 in the perception of Brazilian consumers of in natura food products for delivery during the Covid-19 pandemic.