ONLINE CONSUMER PROFILE: A STUDY WITH CENTRO UNIVERSITÁRIO SÃO CAMILO’S SEVENTH YEAR STUDENTS OF THE ADMINISTRATION COURSE

Abstract

The objective of this study is to understand the digital consumer of Cachoeiro de Itapemirim, in order to identify their online shopping habits, thus tracing a profile through the analysis of the behavioral variables that define the purchasing decision process, as well as the possible difficulties found in online shopping and the main reasons that lead the use of digital commerce. In the methodology of the article, regarding the objective, the research was classified as exploratory, the approach was quantitative. As for data collection, a bibliographical research was initially carried out and, afterwards, a field survey was carried out by means of an electronic questionnaire applied to the students of the 7th period of the administration course of the Centro Universitário São Camilo, Cachoeiro de Itapemirim, Espírito Santo. The treatment of the data was based on the collection of results by the tool Google Forms and the analyze of the content was organized through graphs, generated by the same tool. Through the analysis of the results, it was identified that the online shopping habit is constant in this part of the region, since 93.6% of the studied population performs or has already made purchases through the internet. The study also showed that the population studied does not present impulse buying habits, and 83.9% think if the item is necessary or not before the purchase. It was also observed that 67.7% chose the internet considering the best price, this being the biggest factor driving online shopping. It was also identified that Facebook does not present as much representative of purchases, losing to the Instagram that arouses the desire of purchase in 51.6% of the population.