A experiência de compra do consumidor popular no varejo de moda

• Ano de defesa: 2018
• Autor(a) principal: Rocha, Andréia Bezerra Bessa Vieira
• Orientador(a): Borges, Fábio Mariano
• Banca de defesa: Rocha, Thelma Valeria, Nielsen, Flávia Angeli Ghisi
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: comportamento do consumidor; moda; varejo; classes populares; experiência de compra
• Palavras-chave em Inglês: consumer behavior; fahion; retail; low income; customer experience
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/423

The shopping experience is a recurring topic in the business community and also in the academic community since the 90’s. It is increasingly necessary to offer a special shopping experience, aligned with the brand vision of the company, with the purpose of reaching a differentiation of a given product or service. This dissertation has the purpose of studying the shopping experience of low income customers in the Brazilian fashion retail. According to Getúlio Vargas Foundation (often abbreviated as FGV), a low income consumer has a monthly income in the range between R$ 1,835.72 and R$ 7,914.19 (amounts updated up to 2016). This study has the purpose of understanding the most significant characteristics perceived by the consumers in the shopping experience and that impact their shopping decision, through the use of qualitative methodology, with in-depth interviews of 13 participants. For the purpose of the interviews, it was chosen an apparel store in the region of Brás, city of São Paulo, an area notorious for the concentration of wholesale and retail stores for the low income consumers. The importance of the retail industry, allied with the relevance of the low income market in Brazil justify the adoption of such theme for this study. The retail industry is one of the main access gates to the low income consumers, which still lacks scientific studies in Brazil on the perspective of the consumer. As a contribution, the purpose is to study the significant factors applied to the consumer experience in the apparel retail industry. The revision of the literature covered the following topics: retail sector, apparel retail sector, the low income Brazilian consumer and the shopping experience. The field research brought a relevant panorama on the actual shopping experience of the low income consumer, how the shopping experience works, its motivations and decision making. It were identified the main variables on the expectancy of a shopping experience and the satisfaction with the shopping. The quality of the product and the service were determining factors for the selection of the stores. The key drivers of the experience were finding all the products in a single place, for a fair price (not necessarily the cheaper one), in a clean and comfortable welcoming environment. The research concluded on the main factors of the shopping atmosphere of this public. As a result, it was clearly identified the shopping and experience of the low income consumer.