Fatores que influenciam a tomada de decisão de compra: um estudo de caso com os consumidores do grupo o Boticário

Abstract

This study is based on a qualitative and quantitative research approach, aiming to identify the main variables that influence consumers’ purchasing decisions regarding the O Boticário brand. Its purpose is to contribute to the study of consumer buying behavior by presenting analyses that seek similarities between the theoretical framework and the data obtained from the applied questionnaire, specifically concerning cultural, social, personal, and psychological factors. The bibliographic references include renowned authors such as Kotler and Armstrong (2023) and Solomon (2011). The research results indicate that the main influencing factors are centered on the cultural determinant, with the variables of subculture and social classes; the social determinant, with the variables of reference groups and family; the personal determinant, with the variables of economic conditions and personality or self-image; and the psychological determinant, with the variables of motivation and perception