A INTERFERÊNCIA DA CRISE ECONÔMICA NO COMPORTAMENTO DO CONSUMIDOR, EM RELAÇÃO AOS PEQUENOS COMÉRCIOS LOCAIS

Abstract

This article speaks about consumer behavior and how an economic crisis can interfere with customers ' consumption behavior of small local businesses. In this sense, the aim of this article is to know and to characterize the profile of consumer behavior that frequents the small local businesses, in a period of economic recession, according to a model of behaviour developed by some authors, emphasizing how the analysis of this profile can be a strategic factor for companies. In this way it is observed that companies that do not search and no deeper knowledge about the behavior of their customers, they cannot develop effective sales strategies, especially in this period so difficult for most companies. To perform a more accurate shape analysis was necessary to identify by consumers, as Brazil's economic changes influence the buying mode. Through the implementation of a field research in digital form, it was found that customers of small local businesses have sought to keep their consumption patterns even with the presence of possible current and future financial difficulties.