COMÉRCIO DIGITAL E LOCAL: UM ESTUDO SOBRE A PREFERÊNCIA DOS CONSUMIDORES DE PATOS DE MINAS - MG

This work aimed to analyze the research on the preference of consumers in Patos de Minas - MG between physical and digital commerce and identify the motivations in choosing the purchase channel. The relevance of this study is related to the expansion of e-commerce and competitiveness with local commerce. In this context follows the importance of investing in marketing strategies that aim to understand each consumer in particular in order to promote experiences and loyalty. For analysis of consumer preferences, the methodology used was the interpretation of the questionnaire data of a survey conducted by the students of the IFTM Administration class in an extension project in 2023 and soon after the elaboration of graphs with the quantitative data. 250 people were interviewed and given the analyzed results of the questionnaire it was possible to identify that consumers prefer to buy in digital stores because of the low price and practicality and also that they buy in local commerce only when they need something urgently and to view the product up close. In addition, consumers complained about the quality of service in the city and suggested that entrepreneurs invest in employee training and bonuses. Therefore, it can be concluded that the proposed objectives were completed, since the variety of information that the questionnaire collected enabled a better understanding of the choices and behavior of the local consumer.