Análise do comportamento de compra do consumidor em postos de combustíveis automotivos

Abstract

Despite the abundance of national and international theoretical and empirical knowledge generated around the theme of consumer behavior and the purchasing decision, its application to specific types of service is still incipient. This work therefore investigates the complex issues surrounding the factors that influence the purchasing behavior of consumers at gas stations. Seeking to expand knowledge about this subject, this work analyzes the purchasing behavior of consumers at gas stations in the Vale do Itajaí and North of Santa Catarina regions. The research was defined as exploratory and descriptive, with the application of a survey, which enabled us to measure the variables of satisfaction and influence affecting purchasing at these establishments. The universe of the target population was 21 gas stations, of which a sample of 10 gas stations was investigated. The choice of respondents was non-probabilistic, and a total of 374 customers were questioned. The overall results showed the variables, and percentages, means and standard deviations of each variable related to the level of customer satisfaction and influence on purchasing behavior. Analysis of variance and correlations between the variables and characteristics of the respondents were also performed. The results show that all the hypotheses were accepted. The results showed that visible signs (internal signage), the visual environment of the gas station, diversification of services, easy parking, and quality of the services offered were the factors that most influenced the choice of a gas station. Meanwhile, the factors that most influenced purchasing satisfaction were the cleanliness and organization of facilities and equipment, location, easy access to the gas station, forms of payment, and quality of products in the convenience store