CONSUMER BEHAVIOR AND MARKET SEGMENTATION FOR WORKPLACE SAFETY CONSULTANTS OF SMALL BUSINESS

The research aims to use marketing principles to address the proper techniques that can be usefully applied by security consultant's work for small businesses. This research can be classified as qualitative, descriptive where were analyzed information's contained the Work Accident Statistical Year book also can be characterized how descriptive, since it describes the marketing activities to be used with small businesses, and is a cross-sectional study involving several cases in which data were collected in a single chronological step. The literature was developed using marketing authors and Work safety. Data were analyzed using the factors that influence consumer behavior proposed by Chisnall (1995), the model of process of purchasing decision described by Kotler (1967), the stages of growth proposed by Churchill and Lewis (1983) and the definitions of specific strategic to small business enterprises described by Rodrigues (2012). It was identified that small businesses have characteristics that are centered around the owner. As a marketing strategy, personal selling can be effective.