Women's purchasing decisions at a Chedraui supermarket in Ciudad del Carmen: impact of motivations and emotions

Abstract

The characterization of consumption, the consumer and their behavior, as well as the purchasing decisions and the factors that intervene from the perspective of consumer psychology, were theoretical foundations in this communication, dedicated to the female gender as consumers of a supermarket in Ciudad del Carmen in the state of Campeche.  The reason for this choice is due to the growing focus of marketing strategies on women as a specific group due to their greater participation in the purchase of goods and services. The aim was to identify the main motivations and emotions that affect women's purchasing decisions at the Chedraui supermarket, to better understand their behavior and improve the shopping experience. To achieve this, a descriptive exploratory study was carried out, with a mixed approach to a total of 60 women, based on a non-probabilistic sampling in which a convenience sample was obtained.  A face-to-face survey was applied as a prior consultation to collect sociodemographic and other relevant data on purchasing habits. A questionnaire was developed to apply the Focus Group technique focused on exploring the motivations, emotions, sensations and perceptions of consumers in relation to their purchasing habits. Discussion sessions were organized guided by a moderator, and between 6 and 10 selected women participated.  As a result, it was found that the main motivations include value for money, convenience and the shopping experience, while emotions play a minor role in the buying process.

Keywords:

Women consumers, Supermarket, Purchasing decisions, Motivations, Emotions.