E-commerce no varejo supermercadista: percepção e intenção de compra dos acadêmicos de uma faculdade da Universidade Federal da Grande Dourados

Abstract

With the increasing expansion of the Internet since the 90's, online sales companies have emerged, and the implementation of this type of sale is called e-commerce. The supermarket branch has a high potential for virtual commerce, since they have a portfolio of tens of thousands of items of the most varied categories and a mass audience. Therefore, the following study is presented as an exploratory and descriptive research, with a quantitative approach, and a primary collection type, through a questionnaire to identify the perception of the Faculty of Administration, Accounting and Economics (FACE) of Federal University of Dourados (UFGD), regarding the intention to purchase in the e-commerce of the food retail sector (supermarkets) in the city of Dourados. The results showed that the consumers present age up to 30 years, majority access to the internet by smartphone, family income between 2 to 3 minimum wages. His perception of grocery shopping online shows greater acceptance in the non-food bazaar and grocery sectors, while the perishable food sector has found greater resistance. The key factors considered before buying online were delivery logistics, brand confidence, price, convenience, and practicality. It is possible to conclude that the internet is inserted in the day to day of the researched ones, nevertheless was notorious the ignorance of the university students regarding the provision of this type of services, being recommended to the supermarkets a more effective marketing campaign in order to reach this target public.