CAMELO, T. N.; CAMELO, Tales Noberto.
Resumen:
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.
