“And so this is Christmas, and what have you done?” a study on the impact of promotional activations on the purchase of panettones

• Autor(a) principal: Aquino, Sibele Dias de
• Data de Publicação: 2020
• Outros Autores: Amigo, Alice, Zehoul, Anne
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Consumer Behavior Review
• Texto Completo: https://periodicos.ufpe.br/revistas/index.php/cbr/article/view/246153
• topic: promotional activation; seasonal products; impulse buying.; ativação promocional; produtos sazonais; compra por impulso.

In a widely diverse commercial context, understanding how promotional activations in retail impact consumers' purchasing decisions is a growing challenge. In this study, our goal is to verify if promotional activations of seasonal products stimulate the consumer to buy items without planning during the holiday season. For this, we collected data from 131 Brazilian adults, 48.9% male, and 51.1% female, with an average age of 44.2 years (SD = 10.88). The respondents filled out an online questionnaire that contained several questions about sociodemographic data, habit and purchasing preferences, besides a psychometric scale of impulse buying tendency. The data were analyzed using SPSS statistical software, and the results show that individual planning can have a greater effect on the decision to purchase seasonal products than some promotional activations. Considering the products assessed (chocotones and panettones), the susceptibility to impulse buying can be determined by other factors than environmental stimuli. The characterization of the sample, the consistency with previous studies and some limitations of the study are discussed. We conclude that, to deepen our understanding about seasonal products, future approaches may address important interdisciplinary variations.