The effectiveness of sales promotion techniques on the millennial consumers’ buying behavior

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

doi:10.5585/remark.v21i3.19997

Autores

Inês Antunes Nova School of Business and Economics (Nova SBE), Universidade Nova de Lisboa http://orcid.org/0000-0002-1772-2865
Luisa M. Martinez Nova School of Business and Economics (Nova SBE), Universidade Nova de Lisboa http://orcid.org/0000-0002-5536-4042
Luis F. Martinez Instituto Português de Administração de Marketing (IPAM) de Lisboa. Unidade de Investigação em Design e Comunicação (UNIDCOM/IADE), Universidade Europeia http://orcid.org/0000-0002-9554-5374

DOI:

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

Palavras-chave:

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

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.

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Biografia do Autor

Inês Antunes, Nova School of Business and Economics (Nova SBE), Universidade Nova de Lisboa

Mestra

Luisa M. Martinez, Nova School of Business and Economics (Nova SBE), Universidade Nova de Lisboa

Assistant Professor

Luis F. Martinez, Instituto Português de Administração de Marketing (IPAM) de Lisboa. Unidade de Investigação em Design e Comunicação (UNIDCOM/IADE), Universidade Europeia

Associate Professor

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