Compra impulsiva em lojas físicas e virtuais: o caso de Santo Ângelo/RS

Abstract

Throughout history, there were countless social and economic changes in society, and thus, consumption habits have also undergone changes. Thus, understanding consumer behavior is not a simple task, since consumption increased quickly and substantially, but of paramount importance to marketers. Consumer behavior involves choosing products that individuals need to satisfy their wants and desires, and one of these behaviors is impulse buying, characterized by unplanned purchase, where the consumer acts without thinking. In this perspective, this study aims to find what is the relationship between online stores, physical stores and impulse buying in Santo Ângelo / RS. To this end, a quantitative and descriptive research was conducted. To know the factors that influence consumer behavior, a survey through the data collection technique was performed by applying a structured questionnaire to Santo Ângelo residents from August to September 2015. From the quantitative data found, it can be said that the santo-angelenses citizens are not impulsive consumers. According to the survey, consumers think and plan before purchasing any product. Thus, it was noticed that there are no signs of impulsive purchases or unplanned Santo Ângelo district, this being relevant to both issues buying activity in physical stores and virtual.