Comportamento do consumidor de jalecos: em busca de insights mercadológicos

Abstract

The objective of this work is to investigate the most evident perceptions about the use and consumption of the “lab coat” garment by professionals and students. This work is an inductive study, it has a qualitative and exploratory character. In order to contextualize and substantiate the work, a bibliographic research was carried out on consumer behavior, the buying process and the lab coat itself. Data were collected through the application of an online focus group, supported by a semi-structured script. Data analysis was performed with the support of the IRAMUTEQ software. The results showed that the purchasing decisions of consumers in lab coats have cultural, social, personal and psychological influences. The results also show that the process of purchasing the lab coat, at first, goes through all the stages of the traditional model of the five stages of the purchase decision process, in a second moment, with more purchasing experience, the consumer moves from the stage of identification of the need, straight to the stage of purchase. And finally, it was possible to verify that there are demands and gaps to be filled from the commercial point of view, which can generate business opportunities regarding the production and commercialization of lab coats.