O Processo de Decisão de Compra em Supermercados On-Line: Uma Pesquisa Qualitativa com Clientes do Zona Sul Atende

Authors

  • André Barcelos Moreira Pontifícia Universidade Católica do Rio de Janeiro – IAG/PUC-Rio
  • Marie Agnes Chauvel Departamento de Ciências Administrativas e Contábeis (DECAC) da Universidade Federal de São João del Rei (UFSJ).
  • Renata Céli Moreira da Silva Pontifícia Universidade Católica do Rio de Janeiro – IAG/PUC-Rio

DOI:

https://doi.org/10.4301/s1807-17752013000100005

Keywords:

Decisão de Compra, Compra On-line, Supermercado, Zona Sul, Consumidor

Abstract

O Zona Sul foi o primeiro supermercado no Rio de Janeiro a oferecer serviços de venda pela Internet e é líder nesse segmento na cidade. Assim, foi escolhido como objeto deste estudo, que buscou descrever e analisar o processo de decisão dos consumidores que utilizam a Internet para fazer compras de supermercado. Foram realizadas 20 entrevistas em profundidade com esses consumidores. As entrevistas foram feitas durante a realização da compra e a navegação dos entrevistados foi gravada com o uso de um software. Os resultados apontaram que os entrevistados buscam conveniência, rapidez e facilidade para comprar. Foram identificados aspectos do site que comprometem parcialmente esse objetivo. As conclusões trazem sugestões para facilitar o processo de compra e torná-lo mais ágil.

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Published

2013-04-26

How to Cite

Moreira, A. B., Chauvel, M. A., & Silva, R. C. M. da. (2013). O Processo de Decisão de Compra em Supermercados On-Line: Uma Pesquisa Qualitativa com Clientes do Zona Sul Atende. Journal of Information Systems and Technology Management, 10(1), 81–98. https://doi.org/10.4301/s1807-17752013000100005

Issue

Vol. 10 No. 1 (2013)

Section

Articles

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