Promoções em ação: classificando as ações promocionais na percepção dos consumidores

Patricia Montagna Anauate, Giuliana Isabella, Carla Ramos

Resumo


Objetivo: Investigar a percepção e os critérios de classificação dos diferentes formatos de promoções de vendas pelo olhar dos consumidores.

Método: Após análise da literatura e levantamento de dados de mercado, dados primários foram coletados via questionário on-line e analisados de forma sistemática por meio de interpretação e busca de padrões de respostas. Este processo permitiu identificar os temas centrais ou formas de classificação das promoções de venda pelos consumidores.

Originalidade/Relevância: Este artigo traz uma nova perspectiva na classificação dos diferentes tipos de promoções, revelando uma análise pela lente do consumidor, enquanto estudos anteriores apresentam classificações pontuais e binárias, e em geral com uma visão das consequências da promoção para a empresa.

Resultados: Com base nos dois critérios de classificação mais citados pelos consumidores - tipo de benefício em termos de prazo de execução (imediato ou futuro) e relação direta ou não com o produto em si - chegou-se a uma matriz com quatro grupos de promoções de vendas.

Contribuições teóricas/metodológicas:  esta pesquisa compila em uma única análise diversos estudos anteriores sobre tipos, classificações e efeitos das promoções de vendas, e unifica essas diferentes reflexões na literatura trazendo o entendimento sobre o tema pela perspectiva empírica do consumidor.

Contribuições sociais / para a gestão: Contribui para orientar os gestores de marcas no momento da construção de seu plano de marketing, mais especificamente da sua estratégia de promoção.


Palavras-chave


Ações promocionais; Promoção de vendas; Classificação dos tipos de promoções.

Texto completo:

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DOI: https://doi.org/10.5585/remark.v19i3.16587

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