Drivers of purchase intention for predetermined subscription services : the case of menstrual products in Portugal
Autor(a) principal: | |
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Data de Publicação: | 2023 |
Tipo de documento: | Dissertação |
Idioma: | eng |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10400.14/41534 |
Resumo: | The modernized subscription business model was initiated by Birchbox in 2010. With yearly market growth of over 100%, consumer goods subscriptions had reached 15% of ecommerce buyers by 2016. Predetermined Subscription Services (PSS) are an online service and distribution mechanism that consists on the replenishment of commoditized items. At a global scale approximately 26% of women in reproductive age menstruate each month. Online purchase has been gaining traction in the feminine hygiene category, with a trend a trend of increasing social media promotion and sales via ecommerce platforms. Little scientific research over the subscription business model and the gap is especially apparent for tangible consumer products. It is the purpose of this research to study consumers’ adoption of menstrual products subscription models in the Portuguese market, with an emphasis on the impact of functional and emotional benefits on purchase intention, focusing on i) consumption drivers and ii) consumer demographic profile. The present study aims to provide implications and recommendations for companies seeking to optimize their marketing strategies utilizing PSS. It exposed that price advantage, as well as addition of an extra bonus to a otherwise commoditized product subscription were the biggest drivers of purchase intention of PSS the feminine hygiene category in Portugal. The study also revealed that the consumer profile with the highest purchase intention was 18 to 24 year old high school graduate working students, with monthly income below €500. |
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Drivers of purchase intention for predetermined subscription services : the case of menstrual products in PortugalSubscription-based businessPredetermined subscription servicesFeminine hygiene productsFunctional benefitsEmotional benefitsPurchase intentionNegócios baseados em subscriçãoServiços de subscrição prédefinidosProdutos de higiene femininaBenefícios funcionaisBenefícios emocionaisIntenção de compraDomínio/Área Científica::Ciências Sociais::Economia e GestãoThe modernized subscription business model was initiated by Birchbox in 2010. With yearly market growth of over 100%, consumer goods subscriptions had reached 15% of ecommerce buyers by 2016. Predetermined Subscription Services (PSS) are an online service and distribution mechanism that consists on the replenishment of commoditized items. At a global scale approximately 26% of women in reproductive age menstruate each month. Online purchase has been gaining traction in the feminine hygiene category, with a trend a trend of increasing social media promotion and sales via ecommerce platforms. Little scientific research over the subscription business model and the gap is especially apparent for tangible consumer products. It is the purpose of this research to study consumers’ adoption of menstrual products subscription models in the Portuguese market, with an emphasis on the impact of functional and emotional benefits on purchase intention, focusing on i) consumption drivers and ii) consumer demographic profile. The present study aims to provide implications and recommendations for companies seeking to optimize their marketing strategies utilizing PSS. It exposed that price advantage, as well as addition of an extra bonus to a otherwise commoditized product subscription were the biggest drivers of purchase intention of PSS the feminine hygiene category in Portugal. The study also revealed that the consumer profile with the highest purchase intention was 18 to 24 year old high school graduate working students, with monthly income below €500.A versão modernizada dos modelos de subscrição começou com a Birchbox em 2010. As subscrições de bens de consumo tinham atingido 15% dos compradores de comércio electrónico em 2016, com um crescimento anual superior a 100%. As subscrições prédefinidas (PSS) são um serviço online e um mecanismo de distribuição que consiste no reabastecimento de bens de consumo. Aproximadamente 26% das mulheres em idade reprodutiva menstruam todos os meses. A compra online tem ganho força na categoria de higiene feminina, com uma tendência de aumento da promoção nas redes sociais e vendas online. Existe pouca investigação científica sobre modelos de subscrição com uma lacuna evidente nos bens de consumo. O objetivo desta investigação é estudar a intenção de compra relativa a subscrições de de produtos menstruais no mercado português, com ênfase no impacto dos benefícios funcionais e emocionais na intenção de compra, focando i) fatores de consumo e ii) perfil demográfico do consumidor. O presente estudo visa fornecer implicações e recomendações para as empresas que procuram otimizar as suas estratégias de marketing utilizando o PSS. Expôs que a vantagem de preço, bem como a adição de um bónus extra à subscrição de um produto de outro modo comoditizado foram os maiores impulsionadores da intenção de compra na categoria de higiene feminina em Portugal. O estudo revelou também que o perfil do consumidor com maior intenção de compra era o de estudantes do ensino secundário com idades entre os 18 e os 24 anos, com rendimentos mensais inferiores a 500 euros.Rita, Miguel FontesVeritati - Repositório Institucional da Universidade Católica PortuguesaSamora, Beatriz de Vilhena Sabino da Silva2023-07-04T09:29:57Z2023-01-242023-012023-01-24T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesisapplication/pdfhttp://hdl.handle.net/10400.14/41534TID:203278259enginfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2023-07-18T01:38:48Zoai:repositorio.ucp.pt:10400.14/41534Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-19T18:34:12.752256Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Drivers of purchase intention for predetermined subscription services : the case of menstrual products in Portugal |
title |
Drivers of purchase intention for predetermined subscription services : the case of menstrual products in Portugal |
spellingShingle |
Drivers of purchase intention for predetermined subscription services : the case of menstrual products in Portugal Samora, Beatriz de Vilhena Sabino da Silva Subscription-based business Predetermined subscription services Feminine hygiene products Functional benefits Emotional benefits Purchase intention Negócios baseados em subscrição Serviços de subscrição prédefinidos Produtos de higiene feminina Benefícios funcionais Benefícios emocionais Intenção de compra Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
title_short |
Drivers of purchase intention for predetermined subscription services : the case of menstrual products in Portugal |
title_full |
Drivers of purchase intention for predetermined subscription services : the case of menstrual products in Portugal |
title_fullStr |
Drivers of purchase intention for predetermined subscription services : the case of menstrual products in Portugal |
title_full_unstemmed |
Drivers of purchase intention for predetermined subscription services : the case of menstrual products in Portugal |
title_sort |
Drivers of purchase intention for predetermined subscription services : the case of menstrual products in Portugal |
author |
Samora, Beatriz de Vilhena Sabino da Silva |
author_facet |
Samora, Beatriz de Vilhena Sabino da Silva |
author_role |
author |
dc.contributor.none.fl_str_mv |
Rita, Miguel Fontes Veritati - Repositório Institucional da Universidade Católica Portuguesa |
dc.contributor.author.fl_str_mv |
Samora, Beatriz de Vilhena Sabino da Silva |
dc.subject.por.fl_str_mv |
Subscription-based business Predetermined subscription services Feminine hygiene products Functional benefits Emotional benefits Purchase intention Negócios baseados em subscrição Serviços de subscrição prédefinidos Produtos de higiene feminina Benefícios funcionais Benefícios emocionais Intenção de compra Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
topic |
Subscription-based business Predetermined subscription services Feminine hygiene products Functional benefits Emotional benefits Purchase intention Negócios baseados em subscrição Serviços de subscrição prédefinidos Produtos de higiene feminina Benefícios funcionais Benefícios emocionais Intenção de compra Domínio/Área Científica::Ciências Sociais::Economia e Gestão |
description |
The modernized subscription business model was initiated by Birchbox in 2010. With yearly market growth of over 100%, consumer goods subscriptions had reached 15% of ecommerce buyers by 2016. Predetermined Subscription Services (PSS) are an online service and distribution mechanism that consists on the replenishment of commoditized items. At a global scale approximately 26% of women in reproductive age menstruate each month. Online purchase has been gaining traction in the feminine hygiene category, with a trend a trend of increasing social media promotion and sales via ecommerce platforms. Little scientific research over the subscription business model and the gap is especially apparent for tangible consumer products. It is the purpose of this research to study consumers’ adoption of menstrual products subscription models in the Portuguese market, with an emphasis on the impact of functional and emotional benefits on purchase intention, focusing on i) consumption drivers and ii) consumer demographic profile. The present study aims to provide implications and recommendations for companies seeking to optimize their marketing strategies utilizing PSS. It exposed that price advantage, as well as addition of an extra bonus to a otherwise commoditized product subscription were the biggest drivers of purchase intention of PSS the feminine hygiene category in Portugal. The study also revealed that the consumer profile with the highest purchase intention was 18 to 24 year old high school graduate working students, with monthly income below €500. |
publishDate |
2023 |
dc.date.none.fl_str_mv |
2023-07-04T09:29:57Z 2023-01-24 2023-01 2023-01-24T00:00:00Z |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/masterThesis |
format |
masterThesis |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10400.14/41534 TID:203278259 |
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http://hdl.handle.net/10400.14/41534 |
identifier_str_mv |
TID:203278259 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
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info:eu-repo/semantics/openAccess |
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openAccess |
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application/pdf |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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