A transição do consumidor brasileiro no cenário Covid-19: offline to on-line
Data
2022-02-08
Autores
Pereira, Victoria Maria [UNIFESP]
Orientadores
Barros, Regina da Silva de Camargo [UNIFESP]
Tipo
Trabalho de conclusão de curso de graduação
Título da Revista
ISSN da Revista
Título de Volume
Resumo
Ao longo da história, o estudo do comportamento do consumidor se desenvolveu de tal forma que se tornou um tema de extrema importância para a estratégia e sucesso das empresas. O período da pandemia do Covid-19 chegou repentinamente e atingiu a população desprevenidamente. Políticas de isolamento foram implantadas para a contenção da transmissão do vírus e os comércios não essenciais foram diretamente afetados, pois se viram obrigados a fechar ou reduzir o funcionamento. O comércio eletrônico que já estava se expandindo e alterando a forma como as pessoas se comportam e compram, no período de pandemia recebeu muitos investimentos por parte das empresas, que identificaram aquele que seria o melhor canal para manterem contato com seus clientes no período de isolamento. Diante desses cenários, este trabalho tem como objetivo investigar a transição do consumidor brasileiro no cenário covid-19: de offline para online. Através da metodologia de pesquisa da netnografia, foram analisadas amostras de comentários extraídos das páginas das empresas selecionadas no Facebook. Com isso, foi possível identificar as necessidades de as empresas realizarem investimentos na logística, na segurança cibernética e de atender a demanda pela expansão da tecnologia e inovação, principalmente na integração dos canais físicos e digitais, que se mostram uma preferência de muitos consumidores, que mesclam os dois mundos para chegar na melhor solução para cada situação.
The study of consumer behavior has developed in such a way that it has become a topic of extreme importance for the strategy and success of companies. The period of the Covid-19 pandemic arrived suddenly and hit the population unawares. Isolation policies were implemented to contain the transmission of the virus and non-essential businesses were directly affected, as they were forced to close or reduce their operations. E-commerce, which was already expanding and changing the way people behave and buy, during the pandemic period received many investments from companies, which identified the best channel to keep in touch with their customers in the period of isolation. Given these scenarios, this work aims to investigate the transition of the Brazilian consumer in the covid-19 scenario: from offline to online. Through the research methodology of netnography, samples of comments extracted from the pages of the selected companies on Facebook were analyzed. With this, it was possible to identify the needs of companies to invest in logistics, cyber security and to meet the demand for the expansion of technology and innovation, especially in the integration of physical and digital channels, which are a preference of many consumers, who merge the two worlds to arrive at the best solution for each situation.
The study of consumer behavior has developed in such a way that it has become a topic of extreme importance for the strategy and success of companies. The period of the Covid-19 pandemic arrived suddenly and hit the population unawares. Isolation policies were implemented to contain the transmission of the virus and non-essential businesses were directly affected, as they were forced to close or reduce their operations. E-commerce, which was already expanding and changing the way people behave and buy, during the pandemic period received many investments from companies, which identified the best channel to keep in touch with their customers in the period of isolation. Given these scenarios, this work aims to investigate the transition of the Brazilian consumer in the covid-19 scenario: from offline to online. Through the research methodology of netnography, samples of comments extracted from the pages of the selected companies on Facebook were analyzed. With this, it was possible to identify the needs of companies to invest in logistics, cyber security and to meet the demand for the expansion of technology and innovation, especially in the integration of physical and digital channels, which are a preference of many consumers, who merge the two worlds to arrive at the best solution for each situation.
Descrição
Citação
PEREIRA, Victoria Maria. A transição do consumidor brasileiro no cenário Covid-19: offline to on-line. 2022. Trabalho de Conclusão de Curso (Bacharelado em Administração) - Universidade Federal de São Paulo, Escola Paulista de Política, Economia e Negócios, Osasco, 2022.