DESCOBRINDO OS PADRÕES DE COMPRA: Uma análise do comportamento do consumidor em uma mercearia no interior de Minas Gerais

This study aimed to analyze consumer behavior in a grocery store located in the interior of the state of Minas Gerais, seeking to understand the factors that influence the purchase decision-making process. The research was based on a theoretical framework related to consumer behavior and food retailing, considering social, cultural, personal, and psychological aspects. Methodologically, the study is characterized as a descriptive case study with a quantitative approach, conducted through the application of structured questionnaires to customers of the establishment. The results indicated that proximity, convenience, trust, and personalized service significantly influence consumers’ choice of the grocery store, often outweighing the price criterion. It is concluded that interpersonal relationships and community ties represent important competitive advantages for customer loyalty in small retail businesses.