Os hábitos de consumo de clientes de lojas virtuais e sua relação com as empresas familiares no Rio Grande do Sul: Consumption habits of online store customers and their relationship with family businesses in Rio Grande do Sul

Abstract

The study examined the consumption habits of customers of digital stores in the State of Rio Grande do Sul and sought to understand the relationship of these habits with family businesses. The research, using a quantitative approach, utilized Google Forms for data collection through a semi-structured questionnaire. Working with consumption patterns, demographic profiles, and behaviors of virtual customers on digital platforms, critical aspects were identified to enhance the customer experience, such as website accessibility, customer service, shipping costs, payment methods, discount coupons, ease of product replacement, brand reliability, and sustainability. The results indicate a predominantly female profile, aged 18 to 35, single, with varied income, and earning 1 to 2 minimum wages. About 85% have the monthly habit of online shopping, opting for products from family-owned establishments, reflecting a preference for local commerce. The results provided strategies for local e-commerce: personalization, customer loyalty, and sustainable practices. As a research agenda, it is suggested to further explore digital marketing, focusing on personalization, loyalty, and sustainability strategies.El estudio verificó los hábitos de consumo de los clientes de tiendas digitales en el Estado de RS y buscó comprender la relación entre esos hábitos y las empresas familiares. La investigación, con enfoque cuantitativo, utilizó Google Forms para la recolección de datos a través de un cuestionario semiestructurado. Trabajando con los patrones de consumo, perfil demográfico y comportamientos de los clientes virtuales en plataformas digitales, se identificaron aspectos críticos para mejorar la experiencia del cliente, como accesibilidad al sitio web, atención al cliente, precios de envío, métodos de pago, cupones de descuento, facilidad de reposición de productos, marca. confiabilidad y sostenibilidad. Los resultados apuntan a un perfil predominantemente femenino, de 18 a 35 años, soltero, con ingresos variados y un rango de 1 a 2 salarios mínimos. Alrededor del 85% tiene hábito de compra online mensual, optando por productos de establecimientos familiares, reflejando su inclinación por el comercio local. Los resultados ofrecieron estrategias en el comercio electrónico local: personalización, fidelización de clientes y prácticas sustentables. Como agenda de investigación se sugiere profundizar en el marketing digital, centrándose en estrategias de personalización, fidelización y sostenibilidad.O estudo verificou os hábitos de consumo de clientes de lojas digitais do Estado do RS e buscou entender a relação destes hábitos com as empresas familiares. A pesquisa, de abordagem quantitativa, utilizou o Google Forms para coleta de dados mediante questionário semiestruturado. Trabalhando com os padrões de consumo, perfil demográfico e comportamentos de clientes virtuais nas plataformas digitais, foram identificados aspectos críticos para aprimorar a experiência do cliente, como acessibilidade no site, atendimento ao cliente, preço de frete, formas de pagamento, cupons de desconto, facilidade de substituição de produtos, confiabilidade da marca e sustentabilidade. Os resultados apontam para um perfil predominantemente feminino, de 18 a 35 anos, solteiros, com renda variada e faixa de 1 a 2 salários mínimos. Cerca de 85% têm o hábito mensal de compras online, optando por produtos de estabelecimentos familiares, refletindo a inclinação pelo comércio local. Os resultados ofereceram estratégias no comércio eletrônico local: personalização, fidelização de clientes e práticas sustentáveis. Como agenda de pesquisa, sugere-se aprofundar o marketing digital, focalizando estratégias de personalização, fidelização e sustentabilidade. Palavras-Chave: Hábitos de Consumo. Marketing Digital. Empresas Familiares. Comércio Eletrônico.   Abstract: The study examined the consumption habits of customers of digital stores in the State of Rio Grande do Sul and sought to understand the relationship of these habits with family businesses. The research, using a quantitative approach, utilized Google Forms for data collection through a semi-structured questionnaire. Working with consumption patterns, demographic profiles, and behaviors of virtual customers on digital platforms, critical aspects were identified to enhance the customer experience, such as website accessibility, customer service, shipping costs, payment methods, discount coupons, ease of product replacement, brand reliability, and sustainability. The results indicate a predominantly female profile, aged 18 to 35, single, with varied income, and earning 1 to 2 minimum wages. About 85% have the monthly habit of online shopping, opting for products from family-owned establishments, reflecting a preference for local commerce. The results provided strategies for local e-commerce: personalization, customer loyalty, and sustainable practices. As a research agenda, it is suggested to further explore digital marketing, focusing on personalization, loyalty, and sustainability strategies. Keywords: Consumption Habits. Digital marketing. Family Businesses. E-commerce