O CUSTO FINANCEIRO NAS OPERAÇÕES DE FINANCIAMENTO E A PERCEPÇÃO DO CONSUMIDOR

Abstract

Greater São Paulo region has an economically importance for Brazil and its population has a high interest in purchasing a car. Thus, this article verified the payment preference between cash and installments in this region and correlated with the value of the car, family salary range and age group. For this study, a descriptive methodology was used through bibliographic research and in sequence a field research, through the Google Forms platform, which was applied a questionnaire between the 6th to the 8th of June 2020 and obtained 117 answers considered valid. The results were analyzed and concluded that there was a favoritism for payment in installments, about 58%. With regard to the factors, for a car of lesser value there was preference for payment in cash and for one of greater value in installment. Age and salary range did not directly correlate with the form of payment. However, the results of the Likert scale demonstrated the respondents' affinity for cash payment. The results of this article are interesting to the academic and business world, especially the automotive sector, which can use the data as a guide to form new Marketing campaigns, in order to attract new customers, as well as to transform this purchase relationship into long term loyalty.