O cliente no setor de materiais de construçãouma pesquisa qualitativa sobre a jornada de compras em um contexto omnichannel

Resumo

The objective of this research is to understand how the omnichannel customer's shopping journey works and how companies can adapt their strategies to understand and serve this customer. The way of buying products and services has undergone major changes over the last few years, changes that were possible due to the development of new technologies and internet access, people are connected all the time and receiving a huge amount of information. These changes have empowered consumers who have technology as a strong ally to meet their most diverse needs, from medical appointments to car purchases, everything can be done from a smartphone, this makes it possible for the consumer to interact with the brand as soon as possible. full time, anywhere, according to your preferences or needs. In this context, it is important that companies, understand the buying behavior of these consumers to better serve them and generate a relationship that is not just one transaction, but one of trust and long-term. With the studies of this research, it is possible to understand what this new consumer is, the omnichannel consumer, what he expects and seeks from companies and how companies can serve him in a better way. For a better understanding of the studies, the sector to be studied will be the construction materials sector, which moves U$30 billion per year in Brazil and has a share of online sales of less than 11% (EUROMONITOR, 2022). The omnichannel theory is recent, it will be possible to understand what the theory says about this consumer and what is actually done by companies, through a qualitative research, divided into two parts, the first part with interviews with consumers in physical stores and the second step with Focus Group surveys. 24 consumers were interviewed in the store, through a semi-structured script and 3 focus groups were carried out. The results are conclusive and practical, for the reader can expand their knowledge on the subject and solve all doubts and for companies it can be an important tool to start the development of a strategy or adaptation of existing strategies. Knowledge transforms, it is expected with this study to transform people's lives and the strategic direction of companies. As it is a new and current topic, new researchers are recommended to deepen research on this topic, society can only gain.

Ficha do documento

Tipo

Dissertação

Ano

2022

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/32197

Palavras-chave

OmnichannelOmnichannel consumerCustomer journeyEcommerceChannel integrationOminicanalidadeConsumidor omnicanalJornada de comprasMarketingComércio eletrônicoIntegração de canaisAdministração de empresasComportamento do consumidorMateriais de construçãoComércio varejistaCanais de distribuição