A eficácia das técnicas de promoção de vendas no comportamento de compra dos consumidores millennials

Inês Antunes, Luisa M. Martinez, Luis F. Martinez

Resumo


Objetivo: Este artigo procura conhecer as principais dimensões da percepção dos consumidores Millennials sobre os benefícios derivados da promoção de vendas e a influência do boca-a-boca na intenção de compra.

Design/metodologia/abordagem: Uma amostra de conveniência de 564 Millennials de 24 nacionalidades diferentes respondeu a um questionário sobre promoção de vendas e comportamento de compra. A abordagem de Modelagem de Equações Estruturais foi utilizada para testar o modelo proposto.

Resultados: Os resultados do estudo revelaram a percepção de poupança monetária, oportunidades de expressão de valor e boca-a-boca como principais impulsionadores do comportamento de intenção de compra.

Contribuições teóricas: Os Millennials têm uma atitude globalmente positiva em relação ao uso de técnicas de promoção de vendas, sendo particularmente positiva em relação à redução de preços (promoção de base monetária) e amostras de produtos (promoções de base não monetária). Além disso, os Millennials são influenciados pelas opiniões dos outros e a sua percepção de economias monetárias (como parte dos benefícios utilitários) e oportunidades de expressão de valor (como parte dos benefícios hedônicos) fornecidas pela promoção de vendas promovem o comportamento de compra de produtos e marcas à venda.

Originalidade/valor: Este estudo examina como a percepção dos benefícios (utilitários e hedônicos) da promoção de vendas e do boca-a-boca influenciam a intenção de compra, preenchendo assim uma importante lacuna na literatura, ao explorar a percepção dos benefícios utilitários e hedônicos dos Millennials.

Contribuições gerenciais: A percepção de atualização para produtos e marcas de alta qualidade não parece induzir os Millennials a comprar o produto oferecido. Os resultados ajudarão as empresas a selecionar os tipos apropriados de ofertas premium que influenciam muito o comportamento de compra dos Millennials. As empresas devem gerir os benefícios de poupança monetária complementados pela gestão da dimensão expressão de valor.


Palavras-chave


Promoção de vendas; Intenção de compra; Millennials; Boca-a-boca; Comportamento do consumidor; Estratégias de vendas

Texto completo:

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DOI: https://doi.org/10.5585/remark.v21i3.19997

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