The Influence of the Seller’s Performance on the Consumer Purchase of Clothes and Personal Care, Toiletries and Cosmetics Products

Abstract

This paper presents the results of a survey about the influence of the seller’s performance on the consumer purchase of clothes and personal care, toiletries and cosmetics (HPPC) and to compare their results. This study has an exploratory, quantitative and descriptive nature. The samples surveyed were made up of students enrolled in engineering courses of a university located in the State of São Paulo, Brazil. In the case of clothes market, a survey with a sample of 329 respondents was performed through a structured questionnaire. Regarding PHPC, the number of respondents was 317. We used descriptive statistics to describe the basic features of the data and the nonparametric Mann-Whitney test to compare the two sample results (significance level of 5%). The results indicate that, in both sectors, the majority of respondents go to specific stores to carry their purchases. Price, seller’s performance, style and brands are the main factors influencing the consumers’ decision about which store to buy. It was also found that the seller’s performance influences the costumers’ buying decision process and loyalty. Aspects of credibility, interest in customer needs, product knowledge, courtesy and attention were aspects of seller’s performance considered the most important by respondents in both sectors.