Comportamento de compra dos consumidores de baixa renda na cidade de Arara - PB.

Abstract

This study aimed to know the buying behavior of consumers in low-income appliance stores in the town of Arara-PB, which is possible through the following specific objectives: a) Identification of the profile, b) identification of the main characteristics consumer behavior, c) description of the composition of these budget consumers d) identification of the most relevant attributes in the choice of appliance stores, e) identification of the most valuable in the process of buying f) identifying the most important criteria in the process of purchasing these consumers. This is a descriptive quantitative study, conducted by a field survey among 100 low-income consumers living in the city of origin of the researcher. The results point to valuable features related to the mentioned objectives, which should be considered by managers of local businesses, especially those appliance stores in order to achieve valuable results to the time they begin to better understand the needs and desires of the consumer market.