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A compra por impulso tem sido objecto de um grande número de pesquisas empíricas, mas
existe pouca investigação que realmente analisa a influência das variáveis de marketing neste tipo de compra. Assim, é objectivo desta investigação estudar a influência dos factores de marketing na compra de bens de consumo imediato e a identificação de uma taxonomia de
consumidores.
Para conduzir o estudo em questão foi desenvolvido um questionário a partir da revisão da literatura. O questionário foi administrado a 200 estudantes universitários.
Após a submissão dos dados a tratamento estatístico de análise multivariada, através de uma análise factorial, foram identificadas oito orientações de compra seguidas pelos compradores de bens de impulso. As orientações identificadas são: a orientação para a marca, a orientação para a comunicação, a orientação para o produto, a orientação para o ambiente de consumo,
a orientação para o preço, a orientação para a embalagem, a orientação para a interacção
social e a orientação conscienciosa.
Após este processo, os dados foram submetidos a uma análise cluster, baseada nos fscores dos factores retidos, onde foram encontrados quatro grupos de consumidores diferentes, com
diferentes comportamentos no que diz respeito à orientação de compra.
A relevância desta pesquisa assenta na identificação dos grupos de consumidores com
características homogéneas, que podem ser explicados como segmentos de mercado,
providenciando uma ferramenta útil para as empresas no desenvolvimento de estratégias de
mercado para servir estes segmentos de mercado.
As limitações deste estudo estão relacionadas com a amostra em estudo, uma vez que se
utilizou uma amostra de consumidores por conveniência. Por sua vez o tipo de ponto de venda dentro da universidade pode ser encarado como uma limitação. Pesquisas futuras devem considerar outro tipo de consumidores bem como outro tipo de pontos de venda, como supermercados, restaurantes e cafés.
Impulsive buying has been the subject of research by a large number of empirical studies, however evidences of the influence of marketing variables in this type of purchase are hard to find. Thus, the main objective of this research is to study the influence of marketing variables on the impulsive buying of goods and the identification of consumer's taxonomy. To explore the subject and meet the study objectives a questionnaire was developed based in the literature review and administered to a sample of 200 university students consumers. The data obtained was submitted to statistical multivariate analysis. Factor analysis was used, and make it possible to identify eight purchase orientations followed by the buyers. The orientations identified are: brand orientation, communication orientation, product orientation, consumer environment orientation, price orientation, packaging orientation, social interaction orientation and conscientious orientation. After this process, the factors were used as input to perform a cluster analysis from where four different groups of consumers with different behaviour in the purchase orientation emerged. The relevance of this research focus on the identification of the groups identified, that could be explained as market segments and provide an useful tool for firms to develop the right marketing strategies to serve those market segments. Limitations of this study are related with the convenience sample of consumers used and also the specific context of the selling point. Future studies must consider other type of consumers and other selling points, as supermarkets, restaurants and coffees.
Impulsive buying has been the subject of research by a large number of empirical studies, however evidences of the influence of marketing variables in this type of purchase are hard to find. Thus, the main objective of this research is to study the influence of marketing variables on the impulsive buying of goods and the identification of consumer's taxonomy. To explore the subject and meet the study objectives a questionnaire was developed based in the literature review and administered to a sample of 200 university students consumers. The data obtained was submitted to statistical multivariate analysis. Factor analysis was used, and make it possible to identify eight purchase orientations followed by the buyers. The orientations identified are: brand orientation, communication orientation, product orientation, consumer environment orientation, price orientation, packaging orientation, social interaction orientation and conscientious orientation. After this process, the factors were used as input to perform a cluster analysis from where four different groups of consumers with different behaviour in the purchase orientation emerged. The relevance of this research focus on the identification of the groups identified, that could be explained as market segments and provide an useful tool for firms to develop the right marketing strategies to serve those market segments. Limitations of this study are related with the convenience sample of consumers used and also the specific context of the selling point. Future studies must consider other type of consumers and other selling points, as supermarkets, restaurants and coffees.
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Marketing - Consumidor Marketing-mix