Atributos que influenciam na decisão de compra do consumidor de refrigerante guaraná

Abstract

In search for answers to questions that arise when consumer behavior study, elaborated a study in order to point out some attributes that stand out the choice of purchasing a group of consumers and theoretical knowledge practices of certain theories of the established marketing the work of the references in question. For the research, the questionnaire application was necessary for a non-probabilistic convenience sample, enabling rapid gathering of information and a low cost of implementation. The questionnaire was sent automatically to the respondents who agreed to participate posted on a social network. There was a return of 30 questionnaires, of these, 93% of respondents make use of guaraná soda being mostly people aged between 28-36 years. Among the listed attributes it is concluded that 78% of respondents pointed out the flavor as very important attribute when purchasing choice. The quality and ease in finding the product also points were relevant to the purchase of the product. The results point to the need of brand cultivation to the progress of sales, with 82% of respondents rated the brand as very important attribute in the consumer purchase decision.