O Perfil do cliente do comércio tradicioinal: Caso cidade de Évora The Traditional Trade Customer Profile. Case: City of Évora

Abstract

Évora, is a contemporary city, noted by its economy, culture and population. Trade is essential for the city's economy, providing employment to a considerable part of its inhabitants, thus contributing to its sustainability. The purpose of this work is to characterize the profile of the traditional trade customer, taking the city of Évora as a case study. The investigation uses exploratory research, through consultation of secondary sources and focus group, and conclusive research with the application of a questionnaire to individuals over 18 years old who resided in Évora and who made purchases in traditional commerce. The data resulting from the study were analyzed using thematic analysis, descriptive statistics and factor analysis, clusters and discriminant. As a result of the investigation, two different types of customers were identified in traditional commerce: loyal and non-loyal customers and six factors that influence customers in the purchase decision-making process: diversification, communication, emotional, indecision, requirement and operation. These elements together with the study of socioeconomic characterization contributed to define the profile of the customer of traditional commerce in the city of Évora.