Consumer Behavior: A Comparative Study of (In) Satisfaction Among Traditional Trade and Shopping Mall Conquista Sul
DOI:
https://doi.org/10.22481/rg.v1i2.2276Keywords:
Consumo; Índices; Satisfação.Abstract
The objective of this article is to know the behavior of the consumer and the satisfaction in the consumption, having it as a unit of analysis the traditional trade and Shopping Mall Conquista Sul in Vitória da Conquista-Bahia. The chosen method is eclectic and consists of a varied reading of books, articles, theses and newspapers. It contains a quantitative-descriptive study, also qualitative and documentary. The analyzes were confirmed by tests of significance, reliability and also measures of dispersion and central tendency. It was found that the highest consumer satisfaction indexes went to Shopping Mall, with the best predictors of consumption: physical infrastructure (parking, security, air conditioning and entertainment) and one of the worst attribute of high prices. The commercial center had as its best predictors: Variety of products and services, traditionalism, public equipment and good prices. For the Brazilian neighborhood, they were: Bairrismo, good neighborhood, neighborhood of domicile and favorable public cosmetics.
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