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This article aims to analyze the main factors influencing the buying behavior enrolled in the Agricultural Cooperative of Rio Grande do Sul. Methodologically, we carried out a qualitative and quantitative, descriptive research through a field study with a sample of 61 members selected through non-probability convenience sampling. The instrument used was a questionnaire consisting of thirteen closed questions. The results showed that among the external factors that influence the buying behavior of associates are: family, physical environment, culture, and also the purpose of buying and social class. In relation to internal factors identified the motivation and attitudes as influencers. We concluded that, in general, the majority of respondents are satisfied with the products offered by the Cooperative and this is reflected in the loyalty of existing associated major influence on their buying behavior.

Os fatores de influência no comportamento do consumidor: um estudo em uma cooperativa agrícola do RS