PURCHASE PROCESS AND THE STORE ATTRIBUTES VALUED BY THE CONSUMERS: A COMPARATIVE STUDY WITH CONSUMERS FROM SÃO PAULO <BR> DOI: 10.5585/remark.v8i2.2138

Abstract

Due to the increasing competition and allied to the political, economical, social and technological uncertainness, the Brazilian retailer section has been through a transforming process conducted by the market pressure itself, and also by the constant pursuit of survival. In such scenario, one can detach the importance of glimpsing concerns related to the consistency among the store attributes valued by the consumers and those offered by the retailer, since such facts constitute relevant factors in the selection process and choice of the store. In this perspective, this paper aims at identifying the attributes that mark value in the cosmetics purchase process. To do so, it took place a research of survey type, starting with a non-probabilistic intentional sample of 400 respondents who live in the country side of São Paulo. The results obtained through the factorial analysis and the arithmetic average ( x ) for the generated factors evidenced the importance of the attribute price and promotion for both genders. They also showed that there are no significant differences between men and women regarding the most valued attributes in the cosmetics purchase process.