The marketing mix and bakery consumer behavior in the city of Itabira-MG

Abstract

Bakery retail is part of the Brazilian culture and economy, however, the changes in their profile and purchasing power have shown a trend towards new products and services. Hence, being aware of the aspect that influence purchasing behavior can make all the difference in order to attract and retain these customers. In this respect, the aim of this piece of work has been to understand how the marketing mix influences consumer behavior whenever choosing some bakeries in Itabira /MG. This research approach has been quantitative and the method has been an objective questionnaire which was sent by e-mail and social media. The sample was a non-probabilistic one and the criterion was Itabira /MG consumers’ access to the aforementioned questionnaire. Data analysis was based on descriptive statistics applied to 174 questionnaires. Regarding marketing mix, the results have showed that sale and products and services’ quality have been the most important factor whenever choosing a bakery. Regarding promotion, cultural and social factors are the most relevant ones since for the vast majority of people, the opinion of family members and close friends and social groups influence in the purchasing choice process. Last but not least, the price was not decisive but discounts are regarded as a relevant means of promotion whenever buying from bakeries.