Estudo de viabilidade de mercado para implantação de um e-commerce de peças automotivas: uma pesquisa com clientes da Concessionária Honda Motoeste

Abstract

The digital medium has become the most common means of communication between individuals, in addition to the events of the COVID-19 Pandemic, this medium has become preferable in terms of how to work, talk, study and buy. Thinking about this problem, the study in question addresses the feasibility of an e-commerce, structuring what this commerce platform consists of, the digital consumer's purchase decision and what consumer success would imply for the company. The study will address a case study analyzing the functioning pattern of the parts retail structured at the Honda Motoeste Dealership, through a survey with recent customers to understand the profile and purchase behavior to adapt this retail sector to a digital commerce. To achieve the objectives outlined, an applied study was carried out, of a descriptive nature, of the survey research type, in a quantitative approach under the case study style. It is believed that the present work will serve as a basis for understanding what would be important to adopt for the successful implementation of a digital commerce and benefit the company referenced in the research to understand the market feasibility for this implementation.