La influencia de los objetivos de compra en la efectividad de las acciones de trade marketing dentro de los supermercados

Jose L. Wakabayashi Muroya; Jessica N. Alzamora Ruiz; Carlos A. Guerrero Medina

doi:10.18046/j.estger.2018.146.2663

Autores

Jose L. Wakabayashi Muroya Universidad ESAN
Jessica N. Alzamora Ruiz Universidad ESAN
Carlos A. Guerrero Medina Universidad ESAN

DOI:

https://doi.org/10.18046/j.estger.2018.146.2663

Palavras-chave:

Comportamento de compra, Objetivos de compra, Ponto de venda, Supermercados, Estratégias de marketing

Resumo

A presente pesquisa analisa a influência dos objetivos de compra na efetividade das ações de trade marketing implementadas nos supermercados. Para isso, foi aplicada uma enquete a 800 clientes desse tipo de canais durante o processo de compra. Os resultados, com base na evidência de associação de variáveis e diferença de proporções, mostram que os consumidores orientados por objetivos de compra específicos seriam mais sensíveis às ações de trade marketing do que aqueles orientados por objetivos abstratos. Essas descobertas contribuem para repensar as estratégias de trade marketing nos supermercados, sugerindo uma segmentação pelos objetivos de compra do consumidor, com o objetivo de alcançar maior eficácia em mercados com alta intensidade competitiva, como o latino-americano.

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Biografia do Autor

Jose L. Wakabayashi Muroya, Universidad ESAN

Profesor de tiempo completo, Departamento de Marketing, Escuela de Negocios, Universidad ESAN, Lima, Perú.
Jessica N. Alzamora Ruiz, Universidad ESAN

Profesor
Carlos A. Guerrero Medina, Universidad ESAN

Profesor, Departamento de Marketing, Escuela de Negocios, Universidad ESAN, Lima, Perú.

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