FACTORS
THAT INFLUENCE THE PURCHASING BEHAVIOR OF THE CONSUMER OF NATURAL PRODUCTS
Rhubens
Ewald Moura Ribeiro
Centro
Universitário Santo Agostinho (UNIFSA), Brazil
E-mail: rhubens.ribeiro@gmail.com
Pedro
Henrique de Sousa Oliveira
Centro
Universitário Santo Agostinho (UNIFSA), Brazil
E-mail: phenrique_adm@outlook.com
Kaíque
Barbosa de Moura
Centro
Universitário Santo Agostinho (UNIFSA), Brazil
E-mail: kaique.96moura@gmail.com
Cecília
Rochele Silva de Abreu
Centro
Universitário Santo Agostinho (UNIFSA), Brazil
E-mail: ceciliarochelepi@hotmail.com
Carlos
Alberto de Sousa Ribeiro Filho
Universidade
Federal do Piauí (UFPI), Brazil
E-mail:
carlosribeiro@email.com
Luis
Fernando Silva Monteiro
Centro
Universitário Santo Agostinho (UNIFSA), Brazil
E-mail:
luissfernanndo@hotmail.com
Denise
Juliana Bezerra de Pontes Barbosa
Universidade
Federal do Piauí (UFPI), Brazil
E-mail:
denisejbpontes@hotmail.com
Submission: 6/4/2020
Revision: 7/3/2020
Accept: 8/12/2020
ABSTRACT
The consumption of natural products has become increasingly intense in recent years, arousing the interest of several new entrepreneurs and companies that already operate in the market, whether with the same type of business or not, as within this area other issues are inserted that are of collective interest. The study of consumer behavior comprises the actions of purchase, use and disposal of the purchased product and, also, the processes and decisions that occur before and after these actions. Therefore, the objective of this article is to identify which and how certain factors may influence the behavior of consumers of natural products in their purchase decision process. The methodology used was the bibliographic research analyzing several and relevant references on the theme. The results of this research show that in order to be successful in the field of natural products, it is essential to improve the relationship between organization and consumer and how important it is to know all the aspects that involve their decision and behavior, since the consumer buying behavior of natural products it is not only based on your personality, but also on personal, cultural, emotional, psychological factors and also on environmental issues. The survey also details the importance of consuming natural products for society and the environment, providing a healthier environment for those involved. Thus, the work emphasizes the relevance of knowledge and investment in marketing and research that can help companies to dedicate themselves more to attract consumers not only in their area of activity, but also consumers of other products and / or services, winning and retaining new customers.
Keywords: Consumer behavior; Natural products; Marketing; Consumer profile
1.
INTRODUCTION
This work seeks to show
which and how certain factors may influence the behavior of consumer of natural
products in their purchase decision process. It reveals the importance of
analyzing these factors and the profile of this kind of consumer for the
company, so it can deal properly with this issue that is receiving greater
visibility and acceptance by consumer and organizations that work with this
kind of business. Before that, it is necessary to comment a bit about the
marketing field, which is important for a better understanding (Ono et al,
2014; Peter & Olson, 2010).
Marketing deals with
satisfaction of consumer´s needs and desires, generating profit for who does
it, employing several tools and techniques to make the best out of the market,
at the lower possible cost to the organization; achieving previously defined
goals. With it, one can develop strategies of good relationship and connection
with consumers through projects, websites, researches, advertisements and other
ways of conquering consumer (Kotler & Keller, 2012).
Another detail to be
emphasized, of no lesser importance, is that marketing also involves both parts
of a transaction in a deal, that is, buyer and seller alike use it to, directly
or indirectly satisfy their needs, respectively, of sale or purchase (Cobra
& Brezzo, 2010).
Human being has always
sought to satisfy his needs, whatever they may be, so it is of utter importance
to evaluate how the consumer behaves in relation to the purchase of products or
services and which factors influence this behavior, it is necessary to know
them and what they want, how they want it and even the opposite of that, in
order to define a basis of purchase behavior on which the manager can find
support to serve them in a precise and smart way and thus generate profits for
the organization (Medeiros & Cruz, 2006).
For this to happen, the
manager must know who his consumers are, he must seek to understand what and
how they will buy; in other words, he must try to understand their purchase
behavior. Each individual has their own preferences and opinions about what
surrounds them. However, nonetheless this seeming individuality, there are
influences acquired along a lifetime whether with those closest to us or even
with those around us and the surroundings in which we live (Kotler & Keller,
2012; Natel, Tarcia & Sigulen, 2013).
When it comes to the
market of natural products, we are referring to a steadily growing market,
which has become more and more valued thanks to the search of its consumer for
products that offer a better and greater quality of life for him and those
around him. Therefore, another kind of consumer emerges, influenced by a wider
set of values, social and personal processes, not to mention cultural ones.
Given that consumption of natural products encompasses the search for healthy
products practically free of any kind of artificial ingredients, this is also
caused by growing awareness of men to what mankind has been causing to the
environment, such as pollution, greenhouse effect etc. (Rossini, 2016).
Three factors may
affect consumer´s purchase behavior: cultural, personal and social; these
factors shape consumer´s buying behavior rendering him more demanding and
insightful on regard to the product he wishes to acquire. Therefore, as already
mentioned, studying these factors grants us a more precise notion of the kind
of consumer we are dealing with, in terms of his financial capacity, manners,
wishes, etc. rendering him more lean to believe in the quality of services, client
support, and in the company as a whole in terms of the fulfillment of his
wishes and needs, gaining his loyalty and gathering the organization more and
more prestige and esteem (Teixeira, 2010).
Therefore, this paper´s
goal is to describe how the influence of social, personal and cultural factors
works on buying behavior of the consumer of natural products. It is believed
that this work may bring to the organizations of this branch of business a
greater awareness of the relationship they must sustain with their consumers so
that they can be more successful on the future; in addition to showing the
importance of consuming natural products for society and the environment,
providing a healthier environment for those involved.
At
first, this paper contextualizes one of the main ways of obtaining important
and significant information about the green consumer, which is an essential
factor for the assistance of companies that operate in this segment, as well as
those that are entering this market. Right after, we search to approach the
main factors that influence the consumer in the act of buying, besides
deepening further on the profile of the consumer of natural products, seeking
to assess his main characteristics. Finally, at the conclusions, we highlight the
social, economic and personal importance, as well as other fields encompassed
by the environmental issue, besides, of course, demonstrating how the buying
behavior of the consumer of natural products must be addressed by organizations
to assure greater support in their strategies.
2.
THE ORETICAL FRAMEWORK
This section presents the
theoretical aspects concerning the research theme, explaining concepts related
to marketing and consumer´s behavior.
2.1.
Marketing
It is well-known that
society is undergoing many transformations. New expectations and needs arises
followed by wishes, new values are born every day, continuously reducing
control of people and organizations. An organization functions as living,
interdependent system, bearing values, mission and specific goals. Each part of
this system works in harmony with the others in order to be successful in
carrying out business processes. However, thanks to marketing, which is
constantly evolving, techniques can developed to meet these transformations (Basta, 2015).
But how marketing work
in organizations? In face of countless transformations taking place in an
increasingly competitive economic scenario, it is proven that companies cannot
abandon marketing researches at no time. Marketing research has as its main
function to develop techniques through collected information that are employed
to identify and define marketing problems related to clients wishes and needs
(Malhotra, 2012).
2.2.
Consumers Behavior
Studying the individual
in relation to his wants, desires and needs is a fundamental step to understand
his behavior. Besides that, the individual´s social relations, culture and
further attributes leads us to a more detailed regard of his behavior in order
to evaluate his decision of buying a certain product; evaluating his emotions,
motivations and sensations is of utter importance to reach a level of
relationship that satisfies the client in the best possible way, conquering him
(Pinheiro et al., 2011; Portela,
2011).
Various fields of
knowledge such as economy, sociology etc., also addresses the individual trying
to develop their own concepts that will drive them to become more demanding and
critical, whatever their interests may be. This undoubtedly affects his
relationship with the seller, who should also use the same tools in order to
guarantee a better assistance for his client (Lazzari
et al., 2012).
Anyway, there is no
doubt that the process between seller and consumer involves the most diverse
strategies and concepts, which will benefit both sides, as one will acknowledge
de other, that is, there will be a relationship of trust because one know how
to deal with the other, that is client and salesman alike know each other and
seek to fulfill their needs based on the other, driving the study of this relation
to an even more complex level, since it includes and attributes more weight to
the variations of market behavior of companies, individuals, society, and
everyone involved in the relationship company-consumer. With that, the
marketing professional becomes of fundamental importance, as this field also
encompasses the study of these relationships (Pinheiro
et al, 2011).
Nowadays companies have
a more attentive look to its consumer, what raises the level of competition
between them, each one with its strategies and concepts that very often bring
benefits to consumers and society as well, given the creation of more jobs,
offers, promotions etc. that heats and enriches the market (Larentis,
2012).
Much has been discussed
about how important is for the seller to know the one who buys his product, the
consumer. But what consumers behavior means? Consumers behavior comprises the
act of buying, using and disposal of the acquired products as long as processes
and decisions that occurs before and after these actions. Aiming to understand
how this behavior works, several studies were carried and one can notice that
many consumers associated buying of theirs products to their families or to the
people who also used those products as well as other factors (Zuppani & Lima, 2014).
Human being is
influenced every day, in the most diverse ways, whether by family, friends,
mass medias or by himself, to buy, think, act etc., this capacity of the human
being to influence and be influenced deserve close attention from the manager,
since he can use these influences to base the decision of pricing, placing of
sale, type of product, promotion, and several other marketing strategies to be
successful in selling his products. He will know that, for example, selling a
product that relieves that sensation will bring him good profits; creating
attractive and far-reaching promotions will spark customers interest and bring
them to his store. However, the manager also know that he may not be the only
one to be aware of this kind of strategies in that market (Vilas Boas, 2005).
Competition, as
previously mentioned, may bring good results for customers because companies
struggle to grasp that market, being led to create new strategies, invest in
technologies, invent promotions etc., increasing the movement of the market.
Nonetheless, those stratagems would be useless if the client remains unknown.
This is where consumer behavior comes into play as success factor to the
company who knows how to work with it. A well done study of the market, of its
more remarkable aspects, its consumers, how they behave, why they buy that
product or stop buying it etc. will bring the necessary information for the
company to define its sales plan in a way that consumer may be reached in his
most detailed aspects and, therefore, retain him closer and closer (Oliveira, Gonçalves & Paula, 2011).
Therefore, Marketing is
of significant importance for any company, since with good policies, strategies
of advertising, promotions, prices, deadlines etc., the company can create
greater value for its client. Since a long time, around the 1960´s, Marketing
is evolving in such a manner that old concepts which regarded it as a simple
activity capable of attracting clients has gained a broader and more detailed
sense as attracting clients by means of a pool of strategies entirely
coordinated and organized for selling a product and satisfying both parts of a
transaction. All of this thanks to the evolution of consumer behavior that,
previously could be easily influenced by others consumers and simply accept it,
and now starts to question his decisions and to act in such a systematic and
organized way that it becomes the main challenge of nowadays manager (Gomes & Kury,
2013).
Companies finally
understood the necessity of reaching out to the consumer, experience his
day-to-day live, understand how he works, know what, when, how, where and why
he wants that product. To this end, they must also know the factors that
affects their buying behavior, such as social, personal, psychological and cultural
factors. What is his origins and influences in face of the consumer and how it
affects him (Freire, Lima & Leite, 2009).
2.3.
Factors that Affect Consumer
Behavior
Nowadays companies have
a great challenge to face, namely the conquest of its consumer. They need to
understand how consumers behave and what factors influence that behavior. Among
several factors that might interfere on purchase decision there are four that
stands out: social, psychological, cultural and personal, and one of them, the
psychological factor, presents a strong influence on purchase decision by the
consumer (Aquino, 2007).
Social Factors
Human being is a social
being. There are several influences that society may have on purchase-decisions
of an individual, among them the reference groups, his family, social role and
status are some of the most important (Ramos et al, 2013).
Individuals, when in a
group, are lean to acquire some features of the environment in relation to his
purchase. Very often, he uses comparisons, values and further aspects involved
in the relation of that group with him. These features of reference groups
become decisive when compared to other kinds of influences, as they are closely
related to the individual´s daily routine. (Correa, 2012).
The family, group of
greater influence and reference, is beyond a simple relationship because it
entails feelings, options, desires; it involves the consumer like no other. The
manager who seizes knowledge about this kind of group will find great success
on influencing his consumer since will be dealing with his most innermost
being; if he knows how to do a good work with this aspect he will get a
relation of closeness with the consumer, as it was seen in several other cases
of client fidelity to the company, and that will bring benefits such as
comfort, trust, so that consumer will feel good and keep getting back to the
company (Matteil,
Machado & Oliveira, 2006; Oliveira & Neto, 2016).
The question regarding
status and role occupied by a person in society is also an important factor for
the definition of how the consumer buys the product, as he may drive his
interest for that product based on information’s he obtained from social groups
in which he was inserted, he may want to acquire the same products etc.,
everything for being more integrated to the social group, for personal reasons,
for example (Vilain & Pereira, 2013).
2.4.
Psychological Factors
Many are the
psychological factors that may influence an individual´s purchase decision,
need and desire, for example, are also very important. Human being has needs
that he disposes in importance levels, often excluding or adding to his
desires, and that determines, in a way, which kind of product he may show more
or less interest in (Caro, 2005, 2010).
The main psychological factors
examined were: motivation, perception, learning and emotion.
2.5.
Motivation
Motivation is
considered as a force that impels the behavior of the individual, for example,
for a certain goal. It comes from a need, desire or want of the individual for
achieving a given goal, of getting what he wants. With this, some scholars have
developed theories to analyze the behavior of the individual in its relations
with motivation, among them Maslow, Herzberg and Freud (Figueiredo,
2012).
2.6.
Perception
Perception is the
process by which people systematize their ideas about the world. They affect
the consumer internally, in a real way, being of such importance to behavior
analysis. This perception directly links external and internal aspects of the
individual, leading him to maintain several opinions about, for instance,
product´s sale, if the salesperson is being too pushy in the way he talks, or
even of what the product represents to society (Torres, 2007).
2.7.
Emotion
Consumer doesn´t only
buys based on reason, he is often emotionally influenced to buy, be it the
brand or product, the use of advertisements, images and videos have major
influence on consumer´s purchase decision, he feels obstinate, determined to a
cause, to be able to contribute with that etc., that is, inspirations that
influences his innermost and will drive him to buy the product more certainly (Dorneles et al., 2015).
2.8.
Learning
Learning is the achievement of
absorbing that which we get in touch with, gaining experience and knowledge
about it. Therefore, any kind of product that the client had contact with and
came across with its characteristics, would him have a decision about the
purchase, that is, to say, if the product of a specific brand is good for him,
in the next purchase he may choose for the same product or a similar product of
the same brand (Porto & Oliveira-Castro, 2013).
2.9.
Cultural Factors
Many consumers
associate their consumption of products and/or services to a representation of
theirs cultural habits, in other words buying specific products or services
doesn’t means just buying, it also means
to be part of a cultural model which is being followed, in other words, the
product passes from something only material to something with symbolical value
to the followers of that culture, making them adopt such a product or service
as indispensable to their way of life (Pena, Coutinho
& Pépece, 2012).
The set of beliefs,
rituals, customs and other values constitute the culture of a society. These
are broadly integrated in the individual´s behavior, influencing his process of
purchase decision. The diversity of cultures on the globe render the identification
of consumer´s purchase behavior increasingly broad. Manager must seek ways to
identify how this factor may influence his consumer through field research,
studies based on projections, observations etc
(Watanabe, 2014).
2.10.
Personal Factors
Aspects such as age,
occupation, lifestyle etc, are closely related to the
individual and also have a strong influence on his purchasing. Transformations
undergone by the individual, such as becoming a Father, or other impacts that
may influence the way he lives, also changes his perception over a certain
product; it is possible that during a particular period his desire changes;
also the fact of having a job that allows him greater purchasing power may
change his decision or make him rethink the purchase decision, or even the
current economic situation, whether good or bad may define future forecasts to
the acquisition of new products etc (Secco, Oliveira & Amorim,
2014).
It is also important to
highlight the values that the individual acquire along his lifetime, that is,
highly personal and subjective decisions, which must be rigorously evaluated by
the manager in order to prepare for inconsistencies, for instance, that, if
well administrated, can be decisive for sustaining a good relationship and
conquering the consumer (Hoppe et al., 2012; Yamashita & Gouvêa, 2007).
2.11.
Profile of The Consumer of Natural
Products
Thanks to the increase
in production levels allowed by advancements that have been taking place on the
global scenario, concerns with health and environment are becoming something of
extreme importance for those who seek to maintain and preserve it, and, in a
certain way, to those who indirectly affects it, as it is the case with
companies that, being aware of its polluting or aggressive actions towards the environment,
are looking for ways to get increasingly close to healthier methods for the
environment (Borges & Tashibana, 2005).
The stiff competition
caused by the advancements generated by liberalization and integration of
markets (globalization), has, in a certain way, forced members of the food
production industry, as mentioned above, to adopt more severe policies
regarding their productive process, aiming to improve society´s quality of life
by means of supplying healthier nutrition, free of chemical inputs that have
harmful effects for environment and health. Thus, following this trend, even at
higher costs, organic, light or diet products are conquering its´ space on the
market (Perosa et al, 2012).
The consumer of natural
products seeks to satisfy his need in the best possible way, often not
searching for a product in itself, but rather a quality of life that may come
with that product, that is its characteristics of wanting to preserve the
environment, owning and influencing sustainable lifestyle, reducing high levels
of pollution to the environment etc. means that he does not stick too much to
the product, but to what it brings as a benefit for the environment (Gomes,
2009).
With this, one could
say that there are several kinds of consumers of natural products based on
their choices, because different types of products are capable of bringing
messages about the importance of the environment, that is, the profile of the
consumer of natural products is closely related to the message brought by that
which he buys (Barbosa et al., 2011).
Besides all that
aspects, another demand of the consumers of natural products is based on the
outside of the food, in other words his purchase decision is also supported by
the appreciation of how the food looks, if it exhibit any defects or not, if
they are within the expiry date, if they are well conserved and other technical
features of the product that will be hereafter associated to the service´s
quality of the company that offers it, as the face of the product may often
reflect the face of the organization (Filho & Silva, 2012).
Another aspect that can
be observed in the profile of the consumer of natural products is the search
for healthier products. Technological evolution has brought new means of
production for the most various types of business, including agriculture, for
example. With this, the use of pesticides or other agrochemical inputs that
“artificialize” organic products has been very often employed by the ease they
offer, however cases and more cases of problems caused by the irresponsible use
of them emerges and this influences even further the creation of the profile of
the consumer of natural products as that one who avoids any kind of product
which doesn’t have a purpose in the life of environment and that have
ingredients which threatens health (Lima et al., 2011).
Therefore, more and
more features are emerging to define a standard profile of the natural
consumer. Another characteristic, based on the previous paragraph, shows the
level of these consumers, that is, they are people who have a high critical and
defined sense about the environmental issue, whether with high levels of scholarship
or not, these consumers know what they want, are determined and willing to
offer a change that will be beneficial for everyone (Lima et al., 2011).
Figure 1 shows some of
the main features observed on consumers of natural products on behalf of their
purchase process:
|
ü
Busca que a qualidade do produto transcenda as características
intrínsecas do produto; ü
Percebe a incorporação do impacto ambiental na produção e/ ou consumo; ü
Prefere e /ou paga preço mais elevado por produtos ecológicos; ü
Não adquire produtos com empacotamento excessivo; ü
Prefere produtos com embalagem reciclável e / ou retornável; ü
Evita comprar produtos com embalagem não-biodegradável; ü
Não carrega compra em embalagem de plástico; ü
Escolhe produtos isentos de alvejantes ou corantes; ü
Observa a biodegradabilidade do produto; ü
Recusa os produtos derivados de flora e fauna em extinção; ü
Observa os certificados de gestão; ü
Observa os selos verdes. |
Figure 1:
Main features of the consumer of natural products
Source: elaborated by the
authors from Elkington, Hailes e Makower
(1990)
Once more, consumer´s
concern with the environment issue is revealed here. The presence of
sustainable features supports the maintenance of environmental education that
must be encouraged in face of the displayed scenarios.
2.12.
Market of Natural Products in Brazil
In line with what has been already
discussed, that society increasing its concern with the environment every day,
therefore, with health, on behalf of some rather agressive
economic activities, which has had a positive impact on the improvement of
productive processes, forcing Brazilian and international organizations to
adopt social and environmental policies, sustainable marketing, including the
offer of natural products (organic).
Brazil
is revealing itself as a rich consumer for this kind of market. Thanks to the
growing of the “Fit” concept, these products are gaining even more space inside
supermarkets, shopping malls etc., as they promote health and well-being,
attracting mainly professional or amateur practitioners of physical activities,
who are one of the main consumers of this market of products. In the past, the
practice of having a diet based on healthy or natural products was more related
to people with greater acquisitive power, thanks to the handling and caring
that the production of this kind of food required to maintain its quality,
increasing its value. However with the growing awareness of companies to
healthy and natural food becoming a search to a big part of population, a great
opportunity of business creation emerged, consequently jobs and income.
Therefore, the first ones to seize better management of the product will benefit
the most, since these are products that depend on time, handling and
innovation. With that in sight and the strong pressures exerted by society on
all productive processes, some Brazilian states, mirroring England and the
whole European Union, prohibited practices of animal testing on cosmetic
industries, as well as reduced the extraction of inputs in the Amazon, adopting
sustainable methods as species cultivation (domestication), and, for those that
could not, educational programs were developed aiming to reduce aggressiveness
of extraction process (Souza & Barata, 2018).
Figure 2 shows the guiding principles of green chemistry:
Figure 2:
The 12 Principles of Green Chemistry
Source: adapted by the authors from Gomes et al (2018)
It is of common knowledge that
Brazil is one of the biggest consumers of cosmetics, resting clear its capacity
of requiring more inputs from biodiversity, with positive and negative impacts
on the preservation of natural goods and a commerce based on ethical
principles. Corroborating what was previously discussed, that is that the idea
of a healthier world must be embraced, the manufacturers are beginning to be
challenged to develop of green products without compromising activity,
guaranteeing the perpetuation of endangered species and/or reduction of impacts
due to not using chemicals in the extraction process. An example of this are
cosmetics naturally processed and free of agrochemicals, paraben and sulfate (Gomes
et al., 2018).
3.
METHODOLOGY
The current study is of a qualitative nature, searching to understand and
interpret specific behaviors, in this case the green consumer´s behavior, using
bibliographic research found on Google Scholas, Scielo and Periódico Capes plattforms. Keywords
employed in the search were “Consumer´s behavior”, “marketing”, “natural
products”. Thus, 65 articles were analyzed, of which only 50 were used to the
construction of the theoretical framework. The research is of a descriptive
nature, in which the object is studied so that its features may be appreciated,
as a whole or in its parts, without the interference of the researcher. In
relation to the approach way, the research qualifies as qualitative due to the
detailing and construction of
argumentation of ideas for a better understanding of the theme (Godoy, 1995; Mozzato & Grzybovski, 2011;
Silva, Gobbi & Simão,
2005).
4.
ANALYSIS AND DISCUSSION OF RESULTS
This Research has found that is necessary that entrepreneurs of natural
products sector to known the factors that affect consumer behavior and
different consumer´s conceptions, seeking to understand the surroundings in
which client is integrated, his wishes and needs, as well as all the
transformations on the market and in the world.
This way, the research
has detailed that the main issue that the consumer of natural products takes
into account when buying is the organization´s commitment regarding its
client´s needs and its environmental organization. In other words, he remains
vigilant to a range of aspects, from the hygiene o the place to the compliance
of to environmental laws and company’s acknowledgement of environmental and
health issues around the world. With this, several sets of characteristics will
influence consumer´s purchase process of natural products, as well as the 12
principles established in figure 2: consumers who are aware of laws, those who
will check conditions of food preservation, those who will contribute more
actively with the organization, those who will be attentive to everything etc.
In this context, the
relevance of knowledge of consumer behavior stands out for the success of an
organization. The investment in marketing and researches helps companies to
dedicate themselves even more to attract and retain customers not only in its field
of activity, but also consumers of other products and/or services, conquering
and retaining fidelity of new clients.
Therefore, one way to
develop assertive strategies is through adoption of Circular Economy´s concepts
regarding organizational processes of conception, production and sales of
products and services (Sousa et al., 2019).
The factors that affect
consumer behavior have encouraged organizations to seek customers loyalty. As a
result, the consumer behavior has been contemplated as a theme in the
development of business strategies in face of new markets and consumers, as
clients with a green consumer profile have higher standards of general exigency
in relation to the many factors involved in purchase process, what renders
organizations that attend them much more prepared to thrive in face of
competing companies (Carvalho & Ribeiro, 2019).
5.
CLOSING REMARKS
For all the discussion exposed in
this research, it is evident that companies should be aware that knowing
consumer´s needs and answering them adequately bring numerous advantages to an
organization, such as gaining client loyalty and attracting other niches of
consumers since it will get a broader view of the quality of the organization
in meeting his needs.
With this, this work reveals the importance
of the theme for organizations and shows that the purchase behavior of the
consumer of natural products is not based only on their personality, but also
in personal, cultural, emotional, psychological factor, as well as
environmental issues, therefore the entrepreneur must know the scenario and the
market in which the company is integrated in order to analyze the most adequate
marketing strategies to the target audience, environmental legislation,
processes etc., in order to strengthen the ties between company and consumer.
This way, the information and
inferences contained in this research can contribute to organizations that sell
natural products define theirs mission, values, vision and marketing
strategies, besides rendering possible the creation of business strategies that
will address the aspects with greater influence on the consumer when he is
deciding on the product he wishes to acquire. Therefore, the research
approaches the characteristics of the consumer of natural products and the
factors that influences the process of purchase, providing strategic advantages
of market positioning and in the creation of strategic models that can attract
more and more customers, in addition to seeking to retain them.
Therefore, one of the main features
of the behavior of the consumer of natural products is the concern with the
environmental issue, the concern with environmental treatment in a more
sustainable and less aggressive way. In face of this context, it is notorious
that the environmental issue is of utter importance for the scope of
organizations, since the impacts caused by mankind to the environment are so
catastrophic that cannot go unnoticed, therefore the recommendation for future
work is of a more meticulous and detailed evaluation of the relevance of
environmental impacts to the consumer in the process of purchase of natural
products in order to deepen even more environmental issues that concern both
companies and consumers.
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