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Authors
Advisor(s)
Abstract(s)
A relevância deste estudo surge da frequente presença de acções promocionais nas grandes superfícies retalhistas iniciadas em 2012. Dado o aumento significativo das mesmas em 2014, torna-se relevante o estudo da influência que as promoções de vendas têm no comportamento do comprador. Assim, este estudo insere-se no âmbito do Marketing, tendo como tema central as promoções de vendas. Este trabalho foi desenvolvido com o objectivo de verificar alterações nos comportamentos de compra dos clientes, dentro ou fora do ponto de venda, provocadas pela existência de acções promocionais. De modo a encontrar resposta para os objectivos da investigação propostos, foi realizado um inquérito por questionário online aplicado a 255 indivíduos, clientes de Supermercados e Hipermercados, maiores de 18 anos e de ambos os sexos, residentes na Área Metropolitana de Lisboa. Foi utilizada uma amostra por conveniência, para a qual foi
enviado o questionário através de e-mail e redes sociais. Os resultados obtidos mostraram que as promoções de vendas influenciam o processo de decisão de compra do comprador. A eficácia das mesmas faz com que os clientes adquiram mais quantidades de um artigo em promoção e que adquiram produtos por estes estarem
em promoção. Foi também possível verificar que as promoções motivam alguns clientes a frequentar mais do que duas cadeias de supermercados para satisfazer as suas necessidades e que os incentivam a frequentar os supermercados pelo menos uma vez por semana, de modo a aproveitar várias promoções. Conclui-se que as promoções de vendas são um factor crítico de sucesso para o incremento das vendas, devendo os gestores das superfícies retalhistas continuar a apostar nas mesmas.
The importance of this study arises from the frequent presence of promotional activities in retail stores since 2012. Due to the significant growth of these promotional activities in 2014, it has become relevant to study the influence of sales promotions on the buyers’ behaviour. Thus, this study falls within the scope of the Marketing course with Sales Promotions as the core subject. This study was developed with the goal of verifying the changes in the buyers´ behaviour, inside and out of the point of sale, caused by the existence of sales promotions. In order to find answers to the proposed goals of this investigation, an online questionnaire survey was made and applied to 255 individuals, all of whom are clients of retail super and hyper markets, older than 18 years-old, from both gender,s and residing in the Lisbon Metropolitan Area. A convenience sample was used, to which the survey was sent via e-mail and social media. The obtained results have shown that sales promotions have an influence on the buying process of the buyer. The effectiveness of these promotions makes the clients acquire larger quantities of a product on sale and acquire them because these are on sale. It was also possible to verify that sales promotions motivate some clients to go to more than two stores in order to satisfy their needs and that these sales promotions also motivate the buyers to attend stores at least once a week, so that they can take advantage of these sales. It is possible to conclude that sales promotions are a successful key factor to the increase of sales, and managers from retail stores should keep investing in these strategies.
The importance of this study arises from the frequent presence of promotional activities in retail stores since 2012. Due to the significant growth of these promotional activities in 2014, it has become relevant to study the influence of sales promotions on the buyers’ behaviour. Thus, this study falls within the scope of the Marketing course with Sales Promotions as the core subject. This study was developed with the goal of verifying the changes in the buyers´ behaviour, inside and out of the point of sale, caused by the existence of sales promotions. In order to find answers to the proposed goals of this investigation, an online questionnaire survey was made and applied to 255 individuals, all of whom are clients of retail super and hyper markets, older than 18 years-old, from both gender,s and residing in the Lisbon Metropolitan Area. A convenience sample was used, to which the survey was sent via e-mail and social media. The obtained results have shown that sales promotions have an influence on the buying process of the buyer. The effectiveness of these promotions makes the clients acquire larger quantities of a product on sale and acquire them because these are on sale. It was also possible to verify that sales promotions motivate some clients to go to more than two stores in order to satisfy their needs and that these sales promotions also motivate the buyers to attend stores at least once a week, so that they can take advantage of these sales. It is possible to conclude that sales promotions are a successful key factor to the increase of sales, and managers from retail stores should keep investing in these strategies.
Description
Mestrado em Gestão e Empreendedorismo
Keywords
Promoções de vendas Grandes superfícies retalhistas Comportamento de compra do cliente Variáveis percepcionadas pelo comprador Sales promotions Large retail stores Buyer´s behaviour Buyer´s perceptible variables
Citation
Pestana, M. H. (2017) A influência das promoções de vendas dos supermercados no comportamento do comprador. (Dissertação de mestrado não publicada). Instituto Politécnico de Lisboa, Instituto Superior de Contabilidade e Administração de Lisboa. Disponível em http://hdl.handle.net/10400.21/16194