The behavioral aspects of automobile consumers as a preceding factor for business management in automotive dealerships

Abstract

In the competitive scenario of car resales, dealerships face pressure from customers looking for better prices and special purchasing conditions. To gain competitive advantage, companies need to make the right decisions quickly. This study aimed to analyze how business management practices influence the purchasing decisions of customers at Alfa dealership, located in Santa Maria, RS, Brazil. This is relevant due to the significant role of small businesses, which make up 98.5% of enterprises in the country and contribute to 70% of the income of Brazilians in the private sector. With increasing competition and declining markets, understanding consumer behavior has become crucial for car dealerships. The research was carried out using an unstructured interview script with the Alfa resale manager and documentary research on management practices and customer behavior. The results highlighted the influence of consumer behavior on the management practices adopted by the dealership. The company prioritizes differentiated customer service and customer loyalty based on solid business strategies and short, medium, and long-term strategic planning. It was concluded that business management practices play a crucial role in the purchasing decisions of customers at this car dealership.