A Influência da promoção de vendas na decisão de compra dos consumidores: um estudo na empresa exata materiais para construção

Abstract

In the current market scenario organizations face a constant struggle for survival. In a picture taken by fierce competition environment is extremely important to know, study and constantly monitor consumer behavior. In an attempt to influence the buying behavior of consumers numerous marketing tools are used. Sales promotion, reveals itself as a potential instrument of the communication mix, widely used by retailers, due to its effectiveness in achieving the objectives. The research in this paper sought to identify the influence exerted by the actions of sales promotion on consumer buying decision of Exata materials construction. The results achieved show that sales promotion, in addition to substantially promote an increase in sales in the short term, it is also a way to engage the consumer, lure him to the point of sale, allowing the company to increase customer acquisition. It is also evident that the sales promotion can offer the customer a good reason to change brands, since consumers tend to consider the product on offer, rethinking their preferences and weighing the benefits offered. Finally, it was concluded that sales promotion can influence the decision making process and generate a strong incentive to buy.