A influência do mix de marketing e dos fatores comportamentais nas decisões do consumidor: um estudo de caso no comércio Ponto do Xibé

Abstract

This paper aims to analyze, through a case study, the influence of the marketing mix and behavioral factors on the decisions of consumers at Ponto do Xibé. To this end, the concepts of marketing and consumer behavior were described, in addition to identifying the profile of customers and the main factors that impact their consumption choices. The research was based on a consolidated theoretical framework on marketing and consumer behavior, as well as on the application of questionnaires to customers of the company studied. The results indicate that marketing is an essential element in the relationship between companies and consumers, with the marketing mix (product, price, place and promotion) being a strategic tool for winning over and retaining customers. In addition, it was identified that Ponto do Xibé consumers are influenced by cultural, social, personal and psychological factors, with the price and quality of products being the most relevant aspects in the purchasing decision. The study reinforces the importance of strategic marketing management to increase the company's competitiveness and satisfy customer needs. The research contributes both to the theoretical understanding of consumer behavior and to practical application in marketing management, offering insights for the formulation of effective strategies that enable a stronger relationship between companies and consumers.