Atributos determinantes na decisão de compra dos combustíveis nos postos de abastecimento na cidade de Salvador – Bahia

Abstract

This master's thesis investigates the attributes that determine consumers' purchasing decisions at gas stations. In this way, we researched the internal and external factors of an economic, social, cultural, circumstantial and marketing nature that influence the behavior, attitudes and choice patterns of customers at these establishments. The aim of this work is to contribute to an understanding of which criteria are most relevant to customers when choosing a particular company and consequently to provide the gas station sector with information that will shape strategies and practices in order to attract and retain consumers at this establishments. With this purpose, our scope of analysis consisted of a questionnaire and interviews with petrol station consumers in SalvadorBahia. We used the strategy at the beginning using questionnaires to extract standard behaviors in this area and then using interviews with a semi-structured script in the approach. Methodologically, the research used the exploratory-descriptive model to treat, describe and analyze the data obtained from the questionnaire and interviews in order to determine the choice patterns of these consumers. The results of the survey show that there is an incidence of more cognitive considerations in the purchasing decision process, to the extent that customers take more into account elements that require time and reflection in their decision-making process. Three categories were found that point to this: customers' relationship with the product, with the structure and with external factors. These categories are proposed as a way of encouraging the work of petrol station managers who need to organize marketing and administrative strategies based on knowledge of their customers' preferences and what drives their decision to buy from a particular petrol station.