Promoção de distribuição de prêmios e sua influência na compra por impulso e nas intenções de recompra

• Autor(a) principal: Santini, Fernando de Oliveira
• Data de Publicação: 2008
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Repositório Institucional PUCRS
• Texto Completo: http://hdl.handle.net/10923/1166
• topic: ADMINISTRAÇÃO DE EMPRESAS; ADMINISTRAÇÃO DE VENDAS; PROMOÇÃO DE VENDAS; MARKETING

The purpose of this work is to analyze the role of the sales promotion and specifically the promotion of reward distribution due to the impulse purchase and regarding the intentions of repurchase. Therefore, a test was conducted with the participation of threehundred and ten students from three private universities in the State of Rio Grande do Sul where a study hypothesis was tested in three different sceneries. The hypothesis anticipated that the promotion of reward distribution, regardless, its attractiveness exert influence on the incidence of impulse purchase and repurchase intentions. It was also expected that the attractiveness of prizes distributed in a promotion exercise greater influence on such behaviour. In a considerable scale the results confirm the relations based on hypothesis and show that the promotions of reward distribution regardless its attractiveness exert influence on the incidence of impulse purchase and repurchase intentions. The relative attractiveness of awards did not present the outcome as to influence the intention to repurchase, but was confirmed regarding incidence of purchases by impulse.