DECISÃO DE COMPRA DE SMARTPHONES - UM ESTUDO EM AQUIDAUANA-MS E ANASTÁCIO-MS

Abstract

The consumer purchase decision process is a sequence of steps that involves recognizing a need, searching for information, evaluating alternatives, making a purchase decision, and post-purchase behavior. These steps are influenced by cultural, social, personal, and psychological factors that help define people's preferences and attitudes. Understanding how this process works is essential to understanding how consumers choose, use, and discard products, always seeking to satisfy their needs and desires. This study aimed to analyze the smartphone purchase decision process in the cities of Aquidauana-MS and Anastácio-MS. To this end, a qualitative and descriptive survey was conducted, with an online questionnaire applied between September and October 2024, totaling 92 valid responses. The results indicate that most participants tend to spend a lot of time researching before purchasing, mainly using digital channels such as store websites and social networks. Purchase frequency varies, but most respondents change their smartphone every two to three years and are quite satisfied with their choices. Furthermore, brands such as Samsung, Motorola and Apple are preferred, and the opinions of friends and experts influence their decisions.