Comportamento do consumidor: estudo no segmento de produção audiovisual de casamentos em Alagoas

Abstract

This work aims to analyze how current and potential customers of audiovisual producers in the wedding video production segment in Alagoas behave, based on a research that sought to identify the social and digital profile of the current and potential customer production of wedding videos, seeking to detect the media and social networks most used by them and point out the factors that most influence the final decision to purchase and contract the service. The relevance of understanding the behavior of these consumers is fundamental so that they can offer services that satisfy their wants and desires. Therefore, having information about the consumer is of utmost importance to know the way and the best time to approach him. Therefore, it is necessary to create positive and personal relationships through social media for better interaction. In this way, digital tools will provide audiovisual producers with prominence in the local market, in addition to a dynamic and personalized involvement with the client. To carry out this research, it was based on studies about Relationship Marketing and Digital Marketing, and applied by survey type survey. That said, the research is based on the quantitative approach, using bibliographic and descriptive research as a methodological basis. Data were collected through an online questionnaire and analyzed with the help of the Google Forms platform and the Microsoft Office Excel program. The research was able to obtain results for the questioning of its determined objectives. It is concluded, from the data collected, that consumers in this segment access social networks, Instagram being the most used; that they affirm the interaction in the social media of the producers of wedding videos with their clients is extremely important; that both the professional portfolio and feedback from former clients would be relevant digital content; who know a producer of wedding videos through social networks and also referring a family member, friend or supplier; who claim to be extremely important to hire a video production specialized in wedding and the factors that most influence the hiring decision are the quality of the service provided, the good service, the style of the filming and the flexibility for payment. It is noticed that digital marketing together with relationship marketing play a fundamental role to prove and understand consumer behavior, as well as to define the best strategies, based on consumption habits.