Analisando as percepções e atitudes do consumidor no varejo supermercadista: um estudo em mercadinhos de bairro.

Abstract

The retail sector has played a role of great importance for the national economy, so several studies have been carried out in the last four decades, seeking to evidence the influence of different constituent factors of the store environment on consumer behavior, from a holistic vision. In this sense, the present research proposes to analyze the perceptions and attitudes of the consumer towards the elements of the retail supermarket environment. Assuming a quantitative approach of descriptive character, a survey was applied with 246 consumers. The results show that the factors most pointed by the consumer, as well evaluated, refer to general satisfaction of consumption, quality of service, store environment and price, while the most poorly evaluated factors concern the perception of crowding, speed of retail cashier and store environment, indicating that the consumer classifies his shopping experience as positive, understanding that he is well attended and perceiving prices according to his expectations.