Análise do Comportamento do Consumidor sob uma perspectiva comportamental: Modelos de consumo em um ambiente relativamente fechado

Abstract

Consumer behavior can be defined as being a wide class o behavior that holds events, like: buying, savings, betting, choosing, adopting innovations, as well consuming services, including present or past activities, in order to predict future consumption. From a behavioral perspective (Behavior Perspective Model- BPM), consumer behavior occurs between the consumer s setting and agent s learning history, which in its turn signals the aversive and reinforcing consequences of his/her actions. The present work aimed to draw consumption patterns in two markets, a bigger one, and a smaller one, in order to verify the relationships between differences in both setting scope (measured from quantity of available brands) and price of Rice, Beans, Cofee, Sugar, and Soybean Oil against relative quantity bought and relative buying frequency. It was used two protocols to collect data from 200 consumers during the cash payment (100 in each market), and to provide data on products brands availability and price. The results showed differences in relative consumption frequency and quantity related to brands range, as so to price variations, except for Sugar. On these bases, the present work extends the findings about setting scope on consumer behavior.