Analysis of satisfaction of final consumers: a study in a company of Vending Machines sector in the city of Santa Maria – RS

Abstract

Organizations are inserted in a globalized competitive environment that suffers transformations and constantly advances. Given this scenario, the Alpha company, which sells coffee vending machines and supplies, adopted as a strategy to approach their final consumers. In this way, the overall objective of this study was to identify and assess the degree of satisfaction of the consumers of Alpha company with respect to the products and drinks and digital marketing in social media. The search can be classified as descriptive as to the nature with quantitative approach through the implementation of a research tool with a sample of 120 consumers of Alpha company at the points of sale. The survey results indicated that, in general, the satisfaction of consumers for products Alpha is great, except when it comes to price and quantity of sugar. Still, it was observed that the scope of the actions of Alpha digital marketing is low, being evidenced by means of low degrees of satisfaction justified by lack of consumer knowledge. Finally, opportunities and suggestions for improvement were presented.