Percepção de valor, atratividade e intenção de compra: revisitando as técnicas de promoção de vendas

Santini, Fernando de Oliveira; Ladeira, Wagner Júnior; Sampaio, Cláudio Hoffmann; Falcão, Clécio Araújo

doi:10.7819/rbgn.v17i57.2040

RESUMO

Objetivo:

O presente artigo tem como objetivo avaliar os efeitos moderadores do tipo de promoção de vendas nas relações entre valor percebido, atratividade e intenção de compra.

Método:

Realizou-se um experimento com 1.161 respondentes. Foram analisadas as relações diretas entre valor percebido (utilitário e hedônico) na formação da atratividade da promoção, assim como a relação da atratividade com a intenção de compra de um produto em promoção. Por fim, foram verificados os efeitos moderadores do tipo de promoção nas relações do modelo.

Fundamentação teórica:

Existem dois tipos de promoção de vendas: monetárias e não monetárias. Acadêmicos e profissionais de marketing mencionam que os tipos de promoções têm propósitos e consequências diferentes. As monetárias são mais focadas no curto prazo (fortalecem as políticas de desconto), já as não monetárias, no longo prazo (fortalecem a marca).

Resultados:

Detectou-se que a promoção de vendas monetária impacta com mais força a intenção de compra do consumidor. Notou-se um efeito moderador significativo entre o tipo de promoção de vendas e as relações hipotetizadas.

Contribuições:

O estudo contribuiu para preencher lacunas identificadas na literatura como a investigação de fatores moderadores que podem potencializar ou minimizar o impacto da promoção de vendas no comportamento do consumidor, a investigação de ações de marketing que podem se relacionar positivamente com a percepção hedônica e utilitária de um produto, além da análise sobre possíveis elementos que podem alterar uma percepção de atratividade sobre uma campanha promocional.

Palavras-chave:
Promoção de venda; Tipo de promoção; Valor percebido; Atratividade; Intenção de compra

ABSTRACT

Objective:

This paper aims to assess the moderating effects of the type of sales promotion on the relationship between perceived value, attractiveness and purchase intention.

Design/methodology/approach:

An experiment was carried out with 1161 respondents. We examined the direct relationship of perceived value (utility and hedonic) with the formation of promotion attractiveness. We then analyzed the relationship between attractiveness and the intention of buying a product on sale. Finally, we observed the moderating effects of the type of promotion on the model relationships.

Findings:

We found that sales promotions impact consumer purchase intent. There was a significant moderating effect between the type of sales promotion and the hypothesized relationships.

Practical implications:

The study helped to fill gaps identified in literature with the investigation of moderating factors that may maximize or minimize sales promotions impact on consumer behavior. In addition, this study also researched marketing actions that can be positively related to the hedonic and utilitarian perception of a product. Moreover, this study also analyzed possible elements that may alter the perception of attractiveness of a promotional campaign.

Originality/value:

In the managerial context, the study aimed to contribute with new subsidies to managers, in order to optimize their promotional campaigns planning and execution, since decisions still tend to be made based on manager intuition instead of on scientific aspects.

Keywords:
Sales promotion; Type of promotion; Perceived value; Attractiveness; Purchase intention

Texto completo disponível apenas em PDF.

Full text available only in PDF format.

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2
Processo de avaliação: Double Blind Review

Datas de Publicação

Publicação nesta coleção
Jul-Sep 2015

Histórico

Recebido
13 Jul 2014
Aceito
26 Nov 2015

Este é um artigo publicado em acesso aberto sob uma licença Creative Commons

[1] Aaker, D. A. (1991). Managing brand equity: Capitalizing on the value of a brand name New York: The Free Press.

[2] Aaker, D. A., Kumar, V., & Day, G. (1998). Marketing research New York: Wiley.

[3] Aiken, N., & West, J. (1991). Multiple regression: Testing and interpreting interactions Newbury Park, CA: Sage.

[4] Ailawadi, K. L., Beauchamp, J. P., Donthu, N., Gauri, D. K., & Shankar, V. (2009). Communication and promotion decisions in retailing: A review and directions for future research. Journal of Retailing, 85(1), 42-55.

[5] Alvarez Alvarez, B., & Vázquez Casielles, R. (2005). Consumer evaluations of sales promotion: The effect on brand choice. European Journal of Marketing, 39(1/2), 54-70.

[6] Alzate, W., & Guilhermo, G. (2003). The influence of positive reinforcement and discriminative stimuli on impulsive buying behavior: A behavioural perspective model (Doctoral dissertation). The University of Guelph, Canada.

[7] Arbuckle, J. L. (2008). Amos 17 user´s guide Chicago, IL: SPSS.

[8] Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing , 79(2), 77-95.

[9] Bardhi, F., & Arnould, E. J. (2005). Thrift shopping: Combining utilitarian thrift and hedonic treat benefits. Journal of Consumer Behaviour, 4(4), 223-233.

[10] Bargh, J. A., & Chartrand, T. L. (2000). The Mind in the middle: A practical guide to priming and automaticity research. In H. T. Reis, & C. M. Judd (Eds.), Handbook of research methods in social and personality psychology (pp. 253-285). New York: Cambridge University Press.

[11] Blattberg, R. C., & Neslin, S. A. (1990). Sales promotion: Concepts, methods, and strategies Englewood Cliffs, NJ: Prentice Hall.

[12] Boschetti, R. B. (2012). Promoção de vendas não monetária e seus efeitos na intenção de compra e na escolha da marca de serviços financeiros (Dissertação de Mestrado). Pontifícia Universidade Católica do Rio Grande do Sul, Rio Grande do Sul, RS, Brasil.

[13] Bruner, G. C., II, & Hensel, P. J. (1998). Marketing scales handbook: A compilation of multi-items measures ( Vol. 2). Chicago: American Marketing Association.

[14] Buil, I., De Chernatony, L., & Montaner, T. (2013). Factors influencing consumer evaluations of gift promotions. European Journal of Marketing , 47(3/4), 574-595.

[15] Büttner, O. B., Florack, A., & Göritz, A. S. (2015). How shopping orientation influences the effectiveness of monetary and nonmonetary promotions. European Journal of Marketing , 49(1/2), 170-189.

[16] Calder, B. J., Phillips, L. W., & Tybout, A. M. (1981). Designing research for application. Journal of Consumer Research, 8(2), 197-207.

[17] Calder, B. J., & Tybout, A. M. (1999). A vision of theory, research, and the future of business schools. Journal of the Academy of Marketing Science, 27(3), 359-366.

[18] Campbell, L., & Diamond, W. D. (1990). Framing and sales promotions: The characteristics of a’Good Deal’. Journal of Consumer Marketing, 7(4), 25-31.

[19] Chandon, P., Wansink, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 64(4), 65-81.

[20] Chanvarasuth, N., Sarin, S., & Sego, T. (2002). Strategic use of bundling for marketing new high-tech products: Strategies for reducing consumers’ risk perception. In American Marketing Association-Conference Proceedings(pp. 154-155).

[21] Cotton, B. C., & Babb, E. M. (1978). Consumer response to promotional deals. TheJournal of Marketing , 109-113.

[22] D’Astous, A., & Jacob, I. (2002). Understanding consumer reactions to premium-based promotional offers. European Journal of Marketing , 36(11/12), 1270-1286.

[23] D’Astous, A., & Landreville, V. (2003). An experimental investigation of factors affecting consumers’ perceptions of sales promotions. European Journal of Marketing , 37(11/12), 1746-1761.

[24] Davis, S., Inman, J. J., & McAslister, L. (1992). Promotion has a negative effect on brand evaluations: or does it? Additional disconfirming evidence. Journal of Marketing Research, 143-148.

[25] Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71.

[26] Diels, J. L., Wiebach, N., & Hildebrandt, L. (2013). The impact of promotions on consumer choices and preferences in out-of-stock situations. Journal of Retailing and Consumer Services, 20, 587-598.

[27] Eherenberg, A. S. C., Hammond, K. A., & Goodhardt, G. J. (1994). The after-effect of price related consumer promotions. Journal of Advertising Research, 34(4), 11-21.

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[30] Freo, M. (2005). The impact of sales promotions on store performance: A structural vector autoregressive approach. Statistical Methods and Applications, 14(2), 271-281.

[31] Gedenk, K., & Neslin, S. A. (1999). The role of retail promotion in determining future brand loyalty: Its effect on purchase event feedback. Journal of Retailing , 75(4), 433-459.

[32] Gilbert, D. C., & Jackaria, N. (2002). The efficacy of sales promotions in UK supermarkets: a consumer view. International Journal of Retail & Distribution Management, 30(6), 315-322.

[33] Gupta, S. (1988). Impact of sales promotions on when, what, and how much to buy. Journal of Marketing Research, 25, 342-355.

[34] Haans, H., & Gijsbrechts, E. (2011). “One-deal-fits-all?” On category sales promotion effectiveness in smaller versus larger supermarkets. Journal of Retailing , 87(4), 427-443.

[35] Hausman, A. (2000). A multi-method investigation of consumer motivations in impulse buying behavior. Journal of Consumer Marketing , 17(5), 403-426.

[36] Havlena, W. J., & Holbrook, M. B. (1986). The varieties of consumption experience: Comparing two typologies of emotion in consumer behavior. Journal of Consumer Research , 394-404.

[37] Heilman, C. M., Nakamoto, K., & Rao, A. G. (2002). Pleasant surprises: Consumer response to unexpected in-store coupons. Journal of Marketing Research, 39(2), 242-252.

[38] Hightower, R., Brady, M. K., & Baker, T. L. (2002). Investigating the role of the physical environment in hedonic service consumption: An exploratory study of sporting events. Journal of Business Research, 55(9), 697-707.

[39] Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. TheJournal of Marketing , 46, 92-101.

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[42] Hudson, J. (2007). Hedonic consumption: A study of locus of causality and marketing (Doctoral dissertation ). Capella University, Minneapolis, MN, USA.

[43] Huff, L. C., Alden, D. L., & Tietje, B. C. (1999). Managing the sales promotion mix: Brand managers’ response to sales promotions. Journal of Promotion Management, 5(1), 77-89.

[44] Iyer, E. S. (1989). Unplanned Purchasing: Knowledge of shopping environment and. Journal of Retailing , 65(1), 40.

[45] Jones, J. M. (2008). An exploratory study on attitude persistence using sales promotion. Journal of Managerial Issues, 20(3), 401-416.

[46] Kang, J., & Park-Poaps, H. (2010). Hedonic and utilitarian shopping motivations of fashion leadership. Journal of Fashion Marketing and Management: An International Journal, 14(2), 312-328.

[47] Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. TheJournal of Marketing , 57(1), 1-22.

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[49] Krüll, J. L., & MacKinnon, D. P. (2001). Multilevel modeling of individual and group level mediated effects. Multivariate Behavioral Research, 36(2), 249-277.

[50] Kwok, S., & Uncles, M. (2005). Sales promotion effectiveness: The impact of consumer differences at an ethnic-group level. Journal of Product & Brand Management, 14(3), 170-186.

[51] Laran, J., & Tsiros, M. (2013). An investigation of the effectiveness of uncertainty in marketing promotions involving free gifts. Journal of Marketing , 77(2), 112-123.

[52] Laroche, M., Pons, F., Zgolli, N., Cervellon, M. C., & Kim, C. (2003). A model of consumer response to two retail sales promotion techniques. Journal of Business Research , 56(7), 513-522.

[53] Lattin, J. M., & Bucklin, R. E. (1989). Reference effects of price and promotion on brand choice behavior. Journal of Marketing Research, 26, 299-310.

[54] Lehmann, D. R., Gupta, S., & Steckel, J. H. (1998). Marketing research . Reading, MA: Addison-Wesley.

[55] Liao, S. H. U. L. I. N. G. (2006). The effects of nonmonetary sales promotions on consumer preferences: The contingent role of product category. Journal of American Academy of Business, 8(2), 196-203.

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