Análise do comportamento pós-compra no mercado B2B de produtos para marcenaria.

Abstract

The present study aimed to analyze the influence of Price, Product Mix, Service, and Store Environment on consumer post-purchase evaluation in the woodworking products market. Based on a literature review in the field, a descriptive quantitative study was conducted through a survey among carpenters, consumers of woodworking articles, who were customers of a seller company located in Campina Grande - PB. Data analysis involved the use of descriptive and inferential statistics, particularly Regression Analysis, to verify the proposed relationships. The study revealed that the constructs of Price, Service, Product Mix, and Store Environment had a positive correlation with customer satisfaction. Furthermore, it is noteworthy that the variables of Price and Store Environment had a significant and positive influence on consumer post-purchase evaluation. The study can provide support for managers in the woodworking industry who wish to improve their relationship with customers and gain a competitive advantage.