Atributos Do Produto E Influências Ambientais No Comportamento Do Consumidor De Suco De Laranja Do Distrito Federal

The objective of the work is to understand the environmental and social influences that interfere in the purchase of industrialized and in-natura orange juice. The theoretical basis contemplates the stimulus for purchases that directly interfere in the process, delimiting three factors of influence: marketing, social and situational. The research is of applied and descriptive nature, classified as quantitative with data collection structured with the application of a questionnaire composed of 65 items concerning sociodemographic (six) and consumer behavior information (59). This research was conducted in the Federal District (FD), Brazil A total of 480 questionnaires were analyzed through exploratory factor analysis. The analysis shows that only 48 items were necessary and that there is a relationship between the factors of grouping and the influence of consumption, proving the projected theoretical model. The marketing influence factor presented a relevant correlation for strategies used to stimulate consumption. The social influence factor validated that the presence of stamps of social and environmental responsibility and quality are relevant to the sample. The factor of situational influence included the experience variables of purchase related to the interaction with variables of the store environment. It is evaluated that this research contributes empirically by bringing an initial determination of what factors stimulated the consumption of orange juice in the FD and are more significant for the consumer of this region; and theoretically, since it allowed, from a theoretical construct (consumer behavior) with evidence of the main chosen factors, to create and refine a set of variables.