Perception of value, attractiveness and purchase intention: revisiting promotion techniques sale
Autor(a) principal: | |
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Data de Publicação: | 2015 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng por |
Título da fonte: | Revista Brasileira de Gestão de Negócios (Online) |
Texto Completo: | https://rbgn.fecap.br/RBGN/article/view/2040 |
Resumo: | 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. |
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Perception of value, attractiveness and purchase intention: revisiting promotion techniques salePercepción del valor, atractivo e intención de compra: reexaminando las técnicas de la promoción de ventasPercepção de valor, atratividade e intenção de compra: revisitando as técnicas de promoção de vendasSales promotionType of promotionPerceived valueAttractivenessPurchase intentionPromoção de vendaTipo de promoçãoValor percebidoAtratividadeIntenção de compra.Promoção de VendasObjective – 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.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.FECAP2015-12-16info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/204010.7819/rbgn.v17i57.2040Review of Business Management; Vol. 17 No. 57 (2015); 1173-1192RBGN Revista Brasileira de Gestão de Negócios; Vol. 17 Núm. 57 (2015); 1173-1192RBGN - Revista Brasileira de Gestão de Negócios; v. 17 n. 57 (2015); 1173-11921983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPengporhttps://rbgn.fecap.br/RBGN/article/view/2040/pdfhttps://rbgn.fecap.br/RBGN/article/view/2040/pdf_1Santini, Fernando de OliveiraLadeira, Wagner JúniorSampaio, Cláudio HoffmannFalcão, Clécio Araújoinfo:eu-repo/semantics/openAccess2021-07-21T16:27:41Zoai:ojs.emnuvens.com.br:article/2040Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2021-07-21T16:27:41Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false |
dc.title.none.fl_str_mv |
Perception of value, attractiveness and purchase intention: revisiting promotion techniques sale Percepción del valor, atractivo e intención de compra: reexaminando las técnicas de la promoción de ventas Percepção de valor, atratividade e intenção de compra: revisitando as técnicas de promoção de vendas |
title |
Perception of value, attractiveness and purchase intention: revisiting promotion techniques sale |
spellingShingle |
Perception of value, attractiveness and purchase intention: revisiting promotion techniques sale Santini, Fernando de Oliveira Sales promotion Type of promotion Perceived value Attractiveness Purchase intention Promoção de venda Tipo de promoção Valor percebido Atratividade Intenção de compra. Promoção de Vendas |
title_short |
Perception of value, attractiveness and purchase intention: revisiting promotion techniques sale |
title_full |
Perception of value, attractiveness and purchase intention: revisiting promotion techniques sale |
title_fullStr |
Perception of value, attractiveness and purchase intention: revisiting promotion techniques sale |
title_full_unstemmed |
Perception of value, attractiveness and purchase intention: revisiting promotion techniques sale |
title_sort |
Perception of value, attractiveness and purchase intention: revisiting promotion techniques sale |
author |
Santini, Fernando de Oliveira |
author_facet |
Santini, Fernando de Oliveira Ladeira, Wagner Júnior Sampaio, Cláudio Hoffmann Falcão, Clécio Araújo |
author_role |
author |
author2 |
Ladeira, Wagner Júnior Sampaio, Cláudio Hoffmann Falcão, Clécio Araújo |
author2_role |
author author author |
dc.contributor.author.fl_str_mv |
Santini, Fernando de Oliveira Ladeira, Wagner Júnior Sampaio, Cláudio Hoffmann Falcão, Clécio Araújo |
dc.subject.por.fl_str_mv |
Sales promotion Type of promotion Perceived value Attractiveness Purchase intention Promoção de venda Tipo de promoção Valor percebido Atratividade Intenção de compra. Promoção de Vendas |
topic |
Sales promotion Type of promotion Perceived value Attractiveness Purchase intention Promoção de venda Tipo de promoção Valor percebido Atratividade Intenção de compra. Promoção de Vendas |
description |
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. |
publishDate |
2015 |
dc.date.none.fl_str_mv |
2015-12-16 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por pares |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/2040 10.7819/rbgn.v17i57.2040 |
url |
https://rbgn.fecap.br/RBGN/article/view/2040 |
identifier_str_mv |
10.7819/rbgn.v17i57.2040 |
dc.language.iso.fl_str_mv |
eng por |
language |
eng por |
dc.relation.none.fl_str_mv |
https://rbgn.fecap.br/RBGN/article/view/2040/pdf https://rbgn.fecap.br/RBGN/article/view/2040/pdf_1 |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf application/pdf |
dc.publisher.none.fl_str_mv |
FECAP |
publisher.none.fl_str_mv |
FECAP |
dc.source.none.fl_str_mv |
Review of Business Management; Vol. 17 No. 57 (2015); 1173-1192 RBGN Revista Brasileira de Gestão de Negócios; Vol. 17 Núm. 57 (2015); 1173-1192 RBGN - Revista Brasileira de Gestão de Negócios; v. 17 n. 57 (2015); 1173-1192 1983-0807 1806-4892 reponame:Revista Brasileira de Gestão de Negócios (Online) instname:Fundação Escola de Comércio Álvares Penteado (FECAP) instacron:FECAP |
instname_str |
Fundação Escola de Comércio Álvares Penteado (FECAP) |
instacron_str |
FECAP |
institution |
FECAP |
reponame_str |
Revista Brasileira de Gestão de Negócios (Online) |
collection |
Revista Brasileira de Gestão de Negócios (Online) |
repository.name.fl_str_mv |
Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP) |
repository.mail.fl_str_mv |
||jmauricio@fecap.br |
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