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

Patricia Montagna Anauate; Giuliana Isabella; Carla Ramos

doi:10.5585/remark.v19i3.16587

Authors

Patricia Montagna Anauate Insper Instituto de Ensino e Pesquisa - INSPER
Giuliana Isabella Insper Instituto de Ensino e Pesquisa - INSPER https://orcid.org/0000-0002-4502-4327
Carla Ramos Insper Instituto de Ensino e Pesquisa - INSPER

DOI:

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

Keywords:

Promotional Activities, Sales Promotion, Classification of Promotion Types.

Abstract

Objective: Investigate the perception and classification criteria of different sales promotions types under the point of view of consumers.

Method: After analyzing literature and gathering market data, primary data was obtained with an online questionnaire and systematically analyzed with the interpretation and search for patterns in the data. This process enabled the identification of core themes or classification forms of sales promotions adopted by consumers.

Originality/Relevance: This article brings a new perspective in the classification of different promotion types, presenting an analysis under the perception of the consumer whereas prior studies presented punctual and binary classifications, generally focusing on the results derived from promotions for the company.

Results: A matrix with four groups of sales promotions was generated based on the two classification criteria most cited by consumers - type of benefit in terms of execution time (immediate or future) and whether there is a direct relationship with the product itself or not.

Theoretical/ methodological contributions: This research consolidates into a single analysis several prior studies on the types, classification and effects of sales promotions, combining these different thoughts in the literature and offering an understanding on the subject under the empirical perspective of consumers.

Social contributions / contribution to management: This study contributes to the guidance of brand managers when developing marketing plans, more specifically the promotion strategy.

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Author Biographies

Patricia Montagna Anauate, Insper Instituto de Ensino e Pesquisa - INSPER

Dezoito anos de experiência em marketing em empresas multinacionais, como Unilever, Coca-Cola e Natura, sendo responsável pelo planejamento estratégico, gestão de marca e inovação e pelo lançamento de diversos produtos no mercado.Recentemente participei de projetos de consultoria de marketing e ministrei aulas em programas de extensão na ESPM e Faap nas áreas de Branding e Inovação.Atualmente trabalho na JustPremium, uma Plataforma de Marketing Digital, comoBusiness Development Manager. Mestre em Administração pelo Insper, pós graduada em Administração de Empresas pela FGV - CEAG e formada em Propaganda e Marketing pela ESPM.

Giuliana Isabella, Insper Instituto de Ensino e Pesquisa - INSPER

Professora do INSPER - Instituto de Pesquisa e Ensino de São Paulo. Doutora com Honras em Ciência - Administração de Empresas - Ênfase em Marketing pela Universidade de São Paulo (FEA/USP). É membro do núcleo de pesquisa, Núcleo Decide, da Universidade de São Paulo e do grupo de Pesquisa de Marketing Analítico do Insper.

Carla Ramos, Insper Instituto de Ensino e Pesquisa - INSPER

Professora Assistente de Marketing em tempo integral, onde leciona ao nível da pós-graduação (stricto e lato sensu) e desenvolve pesquisa na área de marketing. Possui doutorado em Management pela School of Management da University of Bath, UK (2009), mestrado em Gestão Empresas - Especialização em Marketing pela Faculdade de Economia da Universidade do Porto, Portugal (2002), e graduação em Gestão de Empresas pela Universidade Portucalense Infante D. Henrique, Portugal. (1997). O seu interesse de pesquisa é na área de marketing business-to-business, vendas e marketing de serviços, tendo publicado o seu trabalho no International Journal of Research in Marketing, Industrial Marketing Management, entre outros.

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