Análise do comportamento do consumidor em Marketplaces: fatores determinantes na decisão de compra

Abstract

This study aimed to analyze consumer behavior and the determining factors in purchasing decisions in marketplaces, with an emphasis on three main factors: price, customer reviews, and product quality perception. The research sought to detect how these factors influence consumers' purchasing decisions, especially post-pandemic, when e-commerce experienced significant growth. The methodology used was quantitative, with the application of questionnaires to 40 marketplace consumers, aiming to understand their attitudes and preferences regarding the factors addressed. The data collected were used to identify patterns and trends, being presented descriptively with graphs. The results showed that price, customer reviews, and product quality are crucial factors in the purchasing decision, with consumers prioritizing them when choosing a product. Positive reviews were found to be essential in building trust with buyers, and detailed product descriptions directly affected the perception of quality. This study contributes to a greater understanding of consumer behavior in marketplaces, providing valuable insights for companies aiming to optimize their marketing and sales strategies in the digital environment.