Food retail in Itabira-MG

Factors that influence consumer purchasing decisions

Abstract

This study aimed to identify the main factors that influence consumer purchasing decisions in the food retail sector in Itabira-MG. To this end, a descriptive and quantitative approach was employed, using a structured questionnaire via Google Forms, resulting in 600 valid responses from consumers who reported frequenting local establishments. The analysis made it possible to characterize the respondents’ profile, mostly young adults with medium to high educational levels and regular purchasing habits. The results indicate that purchasing decisions are predominantly guided by functional and economic factors, with product quality, location, and price/promotions being the most relevant criteria. It was also found that consumer behavior tends to be rational, driven by convenience, trust, and perceived value. Technology plays a complementary role in the decision-making process, being mainly used to monitor offers and search for information, without replacing the in-person shopping experience. Aspects such as customer service and shopping experience were shown to have significant influence, reinforcing the importance of the relationship between customer and point of sale. Conversely, factors such as sustainability and loyalty programs presented low relevance, indicating potential for future market strategies. It is concluded that, in the food retail context of Itabira, purchasing decisions are shaped by pragmatic criteria, reinforcing the need for commercial practices aligned with consumer expectations. The findings may serve as a basis for strategic actions aimed at improving competitiveness and adapting establishments to local demands.