SETOR DE VESTUÁRIOS: Percepções dos consumidores das Compras on-line em Naviraí (MS)

Abstract

This study describes the perceptions and patterns of online consumption in the clothing and accessories segment in Naviraí-MS, focusing exclusively on consumer behavior. A quantitative, descriptive research approach was adopted, using a structured questionnaire applied to 110 respondents, and analysis through descriptive statistics (frequencies, percentages, averages, and simple cross-tabulations). The results indicate that price and convenience are the main reasons for adopting the digital channel, while shipping costs and the need to try items on are among the most recurring barriers. Purchase frequency is predominantly monthly, with intermediate spending ranges per purchase, and descriptive variations by age and gender. The evidence suggests a transition to digital, in which economic gains and practicality are weighed against logistical frictions. For local retailers, the findings offer support for communication and service decisions, such as in-store pickup, transparent delivery times and costs, and simple exchange policies, within multichannel strategies. Limitations include convenience sampling and the geographical scope. Further collections with larger samples and complementary analyses are recommended to deepen the understanding of the observed relationships.