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Estudo Sobre O Comportamento Do Consumidor De Sites De Compras Coletivas Na Cidade De São Paulo Satisfação E Fidelização

  • João André Tavares Fernandes
  • Camila Barros Maciel
  • Marcela Mendes de Oliveira
  • Nathália Belisa Brito
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    Este artigo procura abordar por meio de levantamento bibliográfico e pesquisa de campo o comportamento do consumidor de sites de compras coletivas na cidade de São Paulo, analisando se este novo conceito de comércio exerce a função de ser uma ferramenta de "fidelização" dos clientes. Os resultados, além de terem permitido a identificação de um público alvo diferente do apontado por outros levantamentos pesquisados, possibilitou a identificação de diversos benefícios deste modelo de compra para os comerciantes e compradores. Através do levantamento bibliográfico foi possível identificar o papel do comerciante no funcionamento deste sistema, quais os fatores que fazem ou não o cliente retornar ao estabelecimento, e quais os custos decorrentes dessa parceria com os sites. Já com as informações obtidas na pesquisa de campo, foi possível identificar quais as principais motivações para a conversão dos compradores em clientes, quais os tipos de produtos e serviços mais consumidos e a análise do grau de satisfação dos cupons adquiridos.

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    File URL: http://www.eumed.net/cursecon/ecolat/br/12/fmob.html
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    Article provided by Grupo Eumed.net (Universidad de Málaga) in its journal Observatorio de la Economía Latinoamericana.

    Volume (Year): (2012)
    Issue (Month): 172 (September)
    Pages:

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    Handle: RePEc:erv:observ:y:2012:i:172:7
    Contact details of provider: Web page: http://www.eumed.net/cursecon/ecolat/

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