Palavras-chave
Comportamento do Consumidor
Mulheres Consumidoras
Marketing Mix
Satisfação do Consumidor
Como Citar
Resumo
Objetivo: Analisar o comportamento das consumidoras femininas na compra e no uso de produtos cosméticos, considerando a influência de fatores sociais, econômicos e psicológicos, bem como o nível de satisfação em relação aos produtos utilizados.
Metodologia: Adotou-se uma abordagem quantitativa, baseada na aplicação de questionário estruturado com escala Likert a 200 consumidoras do município de Ludhiana, Índia. O instrumento coletou dados demográficos, fatores sociais e econômicos que influenciam a decisão de compra, razões para o uso de cosméticos e níveis de satisfação. Os dados foram analisados por meio de estatísticas descritivas, utilizando percentuais, gráficos e tabelas para interpretação dos resultados.
Resultados: Os achados indicam que o consumo de cosméticos é mais frequente entre mulheres jovens e de meia-idade, com maior nível educacional. O preço, promoções e relação custo-benefício exercem forte influência nas decisões de compra, enquanto o prestígio associado a marcas premium apresenta impacto limitado. Fatores psicológicos, como autoestima, confiança e melhoria da imagem pessoal, mostram-se determinantes para o uso contínuo de cosméticos. O nível geral de satisfação é elevado, com a maioria das consumidoras considerando que os produtos atendem às expectativas de qualidade e desempenho.
Contribuições: O estudo contribui para a literatura de comportamento do consumidor ao evidenciar que a compra de cosméticos é orientada mais por valor percebido, satisfação pessoal e funcionalidade do que por status social. Os resultados oferecem subsídios relevantes para estratégias de marketing voltadas a consumidoras em mercados urbanos emergentes.
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