O papel do preço e da promoção de vendas como critério de escolha do ponto de venda do setor do retalho alimentar português

• Main Author: Pinto, Diana Letícia Costa
• Publication Date: 2021
• Format: Master thesis
• Language: por
• Source: Repositórios Científicos de Acesso Aberto de Portugal (RCAAP)
• Download full: http://hdl.handle.net/10400.22/19569
• topic: Preço; Promoção; Supermercado; Ponto de venda; Price; Promotion; Supermarket; Point of sale

Portuguese retail has undergone changes in recent times, due to technology and the awareness of individuals. Nowadays, consumers are more aware individuals who are informed of the different ways in which they can make their purchases and what are their alternatives. In this sense, it is crucial that supermarkets understand the behavior of consumers, specifically why they choose a particular point of sale over another. Only then will they be able to attract more customers to their stores and gain an advantage over their competitors. This dissertation will only address the motivations regarding price and promotion. A conceptual model was proposed to identify how price and promotion can influence consumer behavior when choosing a certain point of sale over another. In this sense, a set of research hypotheses resulting from the literature review was formulated. carried out on these concepts. The methodology adopted was quantitative, using a questionnaire survey. The data revealed that both variables, when analyzed individually, are crucial for consumers, however, when compared to other factors (such as size, location and preferred store) they lose their relevance, and the exclusivity factors are not what they do. with consumers choosing one point of sale over another, becoming just factors that help consumers to choose and analyze which supermarket they should choose to carry out their purchases. Thus, it is considered that “retail professionals should continue to invest in improving price promotion techniques, making them increasingly capable of persuading consumers, thus analyzing the number of trips to the store, the recurrence of purchase and the average amount spent on each purchase” (Silva, 2017, p.105).