COMPORTAMENTO DO CONSUMIDOR FEMININO NAS COMPRAS ONLINE DE VESTUÁRIO

Abstract

Women, in recent years, have occupied a larger space in the labor market, becoming increasingly independent and generating income. They are exercising leadership roles and occupying management positions. These women are transforming the modern scenario, affecting labor relations and the market perspective. In this way, it is women who are taking the lead in purchasing decisions, in all areas, whether they are purchases made for the family or for oneself. This behavior makes companies invest more and more in marketing in relation to the female audience. In addition, these companies found themselves in a new challenge, expansion of ecommerce. With this expansion, there was an impulse for people to use electronic commerce, causing a new behavior in women in their purchase decision process. This new trend was noticed in fashion retail and motivated the need to invest in its sales in e-commerce. Therefore, this work is problematic to understand the reasons that influence women to buy clothes online and aims to analyze the profile of women and the factors that make them shop online. It is qualitative research, for this study a non-probabilistic sampling was carried out. A survey was carried out with 166 interviewees, and it was possible to arrive at the following results, the product most consumed by women are clothes and shoes, this is because women want to convey an image about their lifestyle and personality. Also, they want to be well dressed. It was evidenced that women are influenced by their friends when buying clothes online, they want to know the opinion, exchange experiences, and like to look at photos posted by customers. Finally, another factor that leads this public to shop for clothing online is because of the price, convenience, variety of items and self-service, benefits that e-commerce provides to the customer.