ONLINE PURCHASING BEHAVIOR AND THE USE OF THE INTERNET AS A STRATEGIC TOOL IN THE FOOTWEAR RETAIL SECTOR IN JUAZEIRO DO NORTE-CE

Abstract

The economy of the Cariri region of Ceará, especially in the city of Juazeiro do Norte, is characterized by the significant presence of the footwear sector and religious tourism. The consolidation of this environment has stimulated the development of local commerce and attracted large companies in the sector. However, increasing competition requires that local retailers adopt strategies that guarantee the differentiation and sustainability of their businesses. Given this scenario, the use of the internet presents itself as an essential strategic resource capable of increasing the visibility of companies, strengthening relationships with consumers, and boosting sales. This article, originally based on the work of Saraiva (2015), aims to analyze the contribution of digital actions to the performance of footwear retail in the city of Juazeiro do Norte, identifying how online purchasing behavior is consolidating among local consumers. The research, of an exploratory and descriptive nature, involved consumers, retail companies, and entrepreneurs in the information technology sector, aiming to understand the opportunities and challenges of digitalization in regional retail.