Compras por impulso: uma análise do comportamento de compra das mulheres paraibanas usuárias de internet.

Abstract

The present study has sought to do a description of buying behavior of women users of internet in the state of Paraíba, evaluating the behavior of impulse buying and their psychological effects. The specific objectives were to identify the existence of impulsive tendencies in buying activity of the female audience, the influences of the store environment in impulsive behavior and the emotions felt after purchasing products by impulse. Thus, in the theoretical basis were discussed topics about the buying behavior of consumers, impulsive purchase and female consumption. To achieve the goals mentioned was held a descriptive quantitative study "survey", which was made available through Google Docs and represented a sample of 414 consumers from Paraíba. The results obtained revealed that despite carrying impulse purchases, the women users of internet from Paraíba does not consider yourselves as impulsive consumers preferring to purchase products with advance planning. It was found that aspects of the store environment has influence on impulsive decision, being the offer of low prices and a good service from sellers the most crucial items for this behavior. Moreover, it was noticed that after the purchase of products by impulse, positive feelings are predominant and reflects the joy and enthusiasm of consumers.