Análise do comportamento de consumo do natalense nas plataformas digitais

Abstract

Internet has been responsible for revolutionizing buying and selling processes through e-commerce, thus influencing its costumer’s behavior. In this context, this work was to analyze Natal’s costumers consumption behavior on digital platforms. As for the methodology, it is an exploratory and descriptive research with a quantitative approach. The sampling used was non-probabilistic for convenience. Data collection took place through a survey applied to of 177 respondents sample. The statistical methods used were descriptive statistics and the chi-square association test. By crossing the variables of interest, it was found that women prefer physical stores as a means of purchase, while men tend to shop from websites. Another association found was between the frequency of purchases, income and education of respondents. The higher the income and education, the greater the frequency of purchases.