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The objective of this paper is to analyze the mediating effect of new product development capability on the relationship between learning orientation and financial performance. The research was applied in SMEs that belong to the Personal Hygiene and Cosmetic Industry in Brazil. There are 226 cases in the sample and the method used to test the relations between the hypotheses was the Structural Equation Modeling. The results showed us that learning orientation positively influences financial performance; there is a significant positive relationship between learning orientation and new product development capability; new product development capability has a positive influence on the financial performance; and there is a partial mediating effect of the new product development capability on the relationship between learning orientation and financial performance.

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Renata Vidart KlafkeMestra em engenharia de produção. Doutoranda em administração pela ufpr Instituto federal do rio grande do sulcampus farroupilha. Treze de maio, 1604. Ap. 22 allegria. Cep: 95084-460 caxias do sulrs. RESUMOO objetivo deste estudo foi investigar o comportamento de compra nos supermercados dos habitantes da cidade de Ponta Grossa no Paraná. Para atender ao objetivo proposto, foi realizada uma pesquisa de campo por aproximadamente 10 meses nos terminais de ônibus da cidade, onde pessoas aleatoriamente foram selecionadas para responder a questionários. Obteve-se, através dos questionários, um total de 2.126 respostas de indivíduos. A análise dos dados se deu por métodos estatísticos e com utilização do software dBASE do programa SAEG. Os resultados demonstraram que 5 redes supermercadistas dominam o mercado. As redes menores sobrevivem de compras mais Brazilian Journal of Development Braz. J. of Develop., Curitiba, v. 6, n. 3, p. 10293-10306, mar. 2020. ISSN 2525-8761 10294pontuais. Confiança é um fator importante na hora de escolher o local de compra pelos consumidores, bem como "proximidade". Este trabalho pode seguir como exemplo a outros municípios que queiram adotar tal investigação, pois é fundamental para a economia a compreensão do comportamento de preço dos produtos, bem como o de compra dos cidadãos. ABSTRACTThis study aimed to investigate the buying behavior in the supermarkets of the inhabitants of Ponta Grossa city in Paraná. To meet the proposed objective, a field survey was carried out during 10 months at the city´s bus terminals, where people were randomly selected to respond the questionnaires. A total of 2,126 responses were obtained. Data analysis was done using statistical methods and using the dBASE software from the SAEG program. The results showed that 5 supermarket chains dominate the market. Smaller ones survive when small stoppings is required. Trust is an important factor when choosing the place of purchase, as well as "proximity". This work can be an example of research to other cities that want to adopt such investigation, because it is fundamental for the economy to understand the behavior of the price of products, as well as the buying choices.