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Influencia de los marcos promocionales de ganancia en las decisiones de compra de consumidores de detergente en tienda online: un aporte experimental en el canal de la COVID-19
Influence Of Promotional Profit Frameworks On The Purchasing Decisions Of Detergent Consumers In Online Stores: An Experimental Contribution In The COVID-19 Channel
Influência das estruturas promocionais de lucro nas decisões de compra de consumidores de detergente em loja on-line: uma colaboração experimental no contexto da covid-19
DOI:
https://doi.org/10.15446/innovar.v33n87.105514Palabras clave:
heurístico, intención de compra, marco promocional, tienda online, toma de decisiones, ventas (es)heurístico, intenção de compra, marco promocional, loja on-line, tomada de decisões, vendas (pt)
Heuristics, purchase intention, promotional framework, online store, decision making, sales (en)
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La pandemia por covid-19 ocasionó cambios en los hábitos de consumo, siendo uno de los principales la digitalización de la compra, ya que los confinamientos obligaron al abastecimiento en tiendas online, así como surgieron cambios en la forma de comprar productos y percibir promociones e incentivos. Por este motivo, es importante estudiar cómo los marcos promocionales de mayor uso y preferencia influyen al momento de realizar compras online. Así, se realizaron dos ejercicios experimentales para analizar las preferencias frente a diferentes tipos de promociones de productos en la categoría detergentes de ropa, para lo cual se reunió a 61 personas sometidas a una agrupación de cuatro promociones de venta, analizando su intención de compra. Los resultados mostraron que marcos promocionales de ganancias tienen efectos incrementales en la intención de compra, evidenciando heurísticos de disponibilidad en el proceso de decisión, además de preferencia por las que incluyeron regalos o agregados al producto. Estos hallazgos permitirán a las marcas organizar mejor su estrategia promocional online y tener mejor concordancia con los hábitos de compra online en la pandemia por covid-19, además de ampliar el conocimiento teórico en procesos de decisiones de compra. El ejercicio podría ampliarse a otras tipologías de promoción y categorías de conveniencia no contempladas en el presente estudio.
The covid-19 pandemic generated changes in consumption habits, being the digitization of purchases one of the main shifts, as confinement measures forced sourcing from online stores. Changes in the way of buying products and receiving promotions and incentives have been observed as well. For this reason, it is important to study the influence of the most used and preferred promotional frameworks at the time of making online purchases. To that end, two experimental exercises were conducted in order to analyze the preferences for distinct types of product promotions in the laundry detergent category. A sample of 61 consumers were subjected to the grouping of four sales promotions to later analyze their purchase intention. The results show that promotional earnings frameworks have incremental effects on the purchasing intention, identifying availability heuristics in the decision process and a preference for the promotions that included gifts or additions to the product. These findings will allow brands to better manage their online promotional strategy and have better consistency with online shopping habits during the covid-19 pandemic, in addition to expanding theoretical knowledge in purchasing decision processes. The exercise could be extended to other types of promotions and product categories that were not considered in this study.
A pandemia ocasionada pela covid-19 trouxe mudanças nos hábitos de consumo, e a digitalização da compra foi uma das principais delas, já que os confinamentos obrigaram o abastecimento em lojas on-line, bem como mudanças que surgiram na forma de comprar produtos e perceber promoções e incentivos. Por esse motivo, é importante estudar como as estruturas promocionais de maior uso e preferência influenciam na hora de realizar compras on-line. Assim, foram realizados dois exercícios experimentais para analisar as preferências diante de diferentes tipos de promoções de produtos na categoria detergentes de roupa. Para isso, 61 pessoas foram reunidas e submetidas a uma agrupação de quatro promoções de venda e suas intenções de compra foram analisadas. Os resultados mostraram que estruturas promocionais de lucro têm efeitos incrementais na intenção de compra, o que evidencia heurísticos de disponibilidade no processo de decisão, além de preferência pelas promoções que incluíam presentes ou itens adicionados ao produto. Essas descobertas permitirão que as marcas organizem melhor sua estratégia promocional on-line e tenham melhor concordância com os hábitos de compra on-line na pandemia da covid-19, além de ampliar o conhecimento teórico em processos de decisões de compra. O exercício poderia ser ampliado para outras tipologias de promoção e categorias de conveniência não contempladas no presente estudo.
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1. Sandra Rojas-Berrio, Javier A. Sánchez-Torres, Francisco-Javier Arroyo-Cañada, Flor Madrigal-Moreno. (2022). Retos del marketing desde la pandemia por COVID-19. Innovar, 33(87), p.3. https://doi.org/10.15446/innovar.v33n87.106350.
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