Resumo

O estudo investigou quais as estratégias de marketing que influenciam no comportamento do consumidor de produtos de vestuário feminino no mercado de Santa Maria, RS com o uso do marketing digital. Para alcançar o objetivo, definiram-se os seguintes passos: identificar estratégias de marketing digital que alteram o comportamento do consumidor; identificar ações de marketing digital utilizadas pelas empresas revendedoras de roupas femininas; verificar se o lojista identifica mudança no comportamento de compra com o uso do marketing digital; avaliar a evolução do uso do marketing digital pelos lojistas pesquisados. Uma pesquisa qualitativa foi realizada por meio de entrevistas aplicadas às gestoras de seis micro e pequenas empresas do ramo de vestuário feminino da região central de Santa Maria, RS. Os resultados apontam que as empresas utilizam as redes sociais para se aproximar dos clientes e, assim, divulgar seus produtos e atrai-los para suas lojas. As principais redes que foram citadas foram o Facebook e o Instagram, nas quais as postagens são feitas pelos próprios gestores diariamente e as empresas possuem, em média, cerca de 3.000 seguidores cada uma. De forma geral, as empresas apontaram crescimento nas vendas e em número de clientes após as divulgações no meio digital.

This research has approached which are the main strategies that influence the behavior of the consumer of women’s clothing products at the market from Santa Maria, RS by using digital marketing. To achieve this goal, it was defined these steps: to identify the digital marketing strategies that change the consumer’s buying behavior; to identify the digital marketing actions that organizations of the women’s clothing sector utilize; to verify if the business manager identifies any changes at the consumer’s buying behavior that are caused by using digital marketing; to evaluate the evolution of the use of digital marketing by the studied organizations. A qualitative research was realized with an interview script that was applied to the managers of six small business and organizations from women’s clothing sector from the market of central region of Santa Maria, RS. The results point that the organizations utilize the social medias to get close to possible customers and, by those means, to publish their products and to attract those customers to their stores. The most used social medias in the studied organizations are Facebook and Instagram. The businesses’ managers post daily on those medias and the businesses’ accounts have an average of 3000 followers each. In general, the organizations pointed to a growth on sales and on number of customers by using digital marketing.