| dc.description.abstract | A gradually present behavior in the modern consumer is frugality. Besides, for different reasons people are declining to consume, or consuming less or "better", in general, for some greater purpose, and to be characterized as frugal this behavior must occur voluntarily. Moreover, this research main goal is to analyze in the period from 2014 to 2017 the effect of the frugal behavior at the Santa Catarina retail segment. Regarding the methodology, the study is considered exploratory and descriptive, with the use of semi-structured interviews with the presidents of entities associated to the commerce to identify a profile of frugality in the state. Furthermore, based on the theoretical framework presented and on the interviews, it was qualitatively analyzed the frugality in the state for its characterization and consequently to discuss its impact in the retail, as well as the strategies used to mitigate this impact. Therefore, it was verified that because of the economic moment lived, access to technology, increased concern with sustainability, cultural and social aspects, frugal behavior is present and, for these reasons, the Santa Catarina consumer was influenced. In conclusion, it was observed the behaviors related to frugality when consumers changed more expensive products for cheaper ones and to save, which contributed to the decrease revenues in retail, which declined in a great part of the period studied, without the retailer worrying about strategies to reduce the impact of this kind of consumer behavior. | en |
