Consumer Behavior: A Study With Consumers Of Clothing In Santa Maria/RS

Abstract

With the specialization and adoption of new forms of commerce, retail has sought to adapt to new demands and offer consumers quality products and services, following new market trends. Searching for information that identifies the variables that influence consumers, allows meeting the needs and desires of consumers and, consequently, improving the customer-company relationship and enabling a prominent position against the competition. In this sense, we seek to investigate the behavior of fashion and clothing consumers in the city of Santa Maria –RS. To achieve the proposed objective, a descriptive and quantitative study was carried out, with the application of questionnaires to consumers in the municipality under study. Among the main results found, it was observed that among the respondents there is a preference in the search for quality and affordable prices, not giving greater importance to the brand of products.