Fatores críticos que afetam o processo decisório dos consumidores de produtos e serviços do bairro do Alecrim na cidade do Natal – RN

Abstract

This Course Conclusion Paper aims to analyze the consumer purchase decision process in the Alecrim neighborhood. The research work sought to verify whether the different concepts by neoclassical theorists, as well as the alternative theory in consumer behavior, contribute to explain the purchase decision process. The results obtained in the research contributed to show that in specific cases consumers are influenced by psychological factors and economic factors. There are several aspects that influence the consumer decision-making process. The microecnomic theory of consumer behavior that delas with the three steps in making individual purchasing decisions regarding the allocation of their income for the consumption of goods and services: consumer preferences, budgetary constraints and consumer choices. According to the alternative consumer theory, people use mental shortcuts that facilitate and speed up this process in decision making. But these same shortcut lead to errors in estimating probability, causing a misinterpretation of certain situations. To achive the proposed objective, this monograph was based on field research, whose interviewees were consumers in the neighborhood of Alecrim. This research sought to understand how certain factors affect consumer choice decisions, preseting analyzes that seek point in common between the theoretical foudation and the data resulting from the applied interviews. In the research it was identifield that the price, variety, product quality, on-site service and recommendation from friends or family are factors that influence consumer decision making.