O papel da similaridade percebida no comportamento do consumidor: um estudo em barbearias conceito.

Abstract

This article investigates the role of perceived similarity in consumer attitudes towards other customers, the retailer and their shopping experience, in barbershops located in Campina Grande / PB. Based on literature review on consumer behavior in retail environment, especially to the social dimension of the retail environment, especially regarding to social dimension a quantitative research was conducted. The survey method was adopted, obtaining responses from 175 clients. The analysis involved use of descriptive statistics (measures of central tendency and dispersion) and inferential (exploratory factor analysis, correlation and mediation). The results showed positive associations between similarity and the other constructs involved in the study (store, social interaction and satisfaction). Therefore, it was noticed that individual attitudes towards the other customers contribute to improve the social interaction, shopping experience satisfaction and strengthening the retailer image. The study brings contributions to managers and scholars by reiterating the relevance that social presence assumes in retail services, especially in environments where products are offered and consumed corresponds to a differential, as in the case of barbershops.