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Previous issue date: 2012-03-27 / This study examines the effects of premium-based non-monetary sales promotion in purchase intentions and brand choice in the financial services market, based on the premium attractiveness. This research is motivated by the lack of studies involving sales non-monetary promotions in general, in the country and also on the international scene. The research is justified in the service sector because most of research being carried out in the market for consumer goods. The study has an exploratory and experimental stage with the completion of two experiments involving 655 undergraduates in the course of administration of a private university located in Porto Alegre/RS. Regarding to purchase intention, the assumption is that non-monetary sales promotions with premiums attractive affect the construct positively. On brand choice, the hypothesis postulates that non-monetary sales promotions with premiums attractive increase the likelihood of brand choice promoted. The results show that nonmonetary sales promotions premiums based on impact on consumer behavior according to the hypotheses proposed by the research, demonstrating that the premiums attractiveness is an important variable in the evaluation of a promotional offer that aims to increase the intention purchase and motivate the selection of brand. At the end of the paper is presented the findings of the study on the contribution to advance the theory in non-monetary sales promotions as well as managerial implications that contribute to marketing professionals with promotion strategies premiums-based so that resources are used in activities that stimulate consumer interest. Finally, future research are presented in order to motivate other researchers to search for new knowledge in the area. / O presente estudo analisa os efeitos da promo??o de vendas n?o monet?ria com distribui??o de pr?mios nas inten??es de compra e escolha da marca, no mercado de servi?os financeiros, com base na atratividade dos pr?mios da promo??o. A pesquisa ? motivada pela falta de estudos envolvendo promo??es de vendas n?o monet?rias em geral, no pa?s e tamb?m no cen?rio internacional. Quanto ao mercado estudado, justifica-se a pesquisa no setor de servi?os devido ? maioria ser realizada no mercado de bens de consumo. O estudo conta com uma etapa explorat?ria e uma etapa experimental, com a realiza??o de dois experimentos envolvendo 655 alunos de gradua??o do curso de administra??o de uma universidade particular situada em Porto Alegre/RS. No que diz respeito ? inten??o de compra, a hip?tese ? de que as promo??es de vendas n?o monet?rias com pr?mios atrativos afetam o constructo positivamente. Sobre a escolha da marca, a hip?tese postula que as promo??es de vendas n?o monet?rias com pr?mios atrativos aumentam a probabilidade de escolha da marca promovida. Os resultados comprovam que as promo??es de vendas n?o monet?rias baseadas em pr?mios impactam no comportamento dos consumidores de acordo com o proposto pelas hip?teses da pesquisa, demonstrando que a atratividade dos pr?mios ? uma vari?vel importante na avalia??o de uma oferta promocional que objetiva aumentar a inten??o de compra e motivar a escolha de marca. Ao final do trabalho, s?o apresentadas as conclus?es sobre a contribui??o do estudo para o avan?o da teoria em promo??es de vendas n?o monet?rias, bem como implica??es gerenciais que contribuem com os profissionais de marketing no emprego de estrat?gias de promo??o baseadas em pr?mios, para que os recursos sejam utilizados em a??es que estimulem o interesse dos consumidores. Por fim, s?o apresentadas pesquisas futuras a fim de motivar outros pesquisadores na busca por novos conhecimentos na ?rea.
| Identifer | oai:union.ndltd.org:IBICT/oai:tede2.pucrs.br:tede/5638 |
| Date | 27 March 2012 |
| Creators | Boschetti, Rochele Bagnolini |
| Contributors | Perin, Marcelo Gattermann |
| Publisher | Pontif?cia Universidade Cat?lica do Rio Grande do Sul, Programa de P?s-Gradua??o em Administra??o e Neg?cios, PUCRS, BR, Faculdade de Administra??o, Contabilidade e Economia |
| Source Sets | IBICT Brazilian ETDs |
| Language | Portuguese |
| Detected Language | English |
| Type | info:eu-repo/semantics/publishedVersion, info:eu-repo/semantics/masterThesis |
| Format | application/pdf |
| Source | reponame:Biblioteca Digital de Teses e Dissertações da PUC_RS, instname:Pontifícia Universidade Católica do Rio Grande do Sul, instacron:PUC_RS |
| Rights | info:eu-repo/semantics/openAccess |
| Relation | 3244129067093836374, 600, 600, 4410494103952189146 |
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