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As experiências de consumo em shopping
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| 3.64 MB | Adobe PDF |
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Abstract(s)
O presente trabalho de investigação, realizado no âmbito da dissertação do Mestrado Marketing Management, pretende avaliar de que forma a experiência de consumo (hedónica e utilitária) num Outlet influencia as intenções comportamentais futuras dos clientes, no caso concreto do Designer Outlet Algarve (DOA). A revisão bibliográfica permitiu caracterizar o estado da arte relativamente ao marketing das experiências, as emoções, as dimensões hedónicas e utilitárias do consumo e caraterizar as intenções comportamentais futuras. O estudo empírico resultou na aplicação de um inquérito por questionário junto de uma amostra constituída por 271 visitantes do DOA.
Os resultados permitiram constatar que a maioria dos visitantes do DOA que participaram no estudo são residentes na região que valorizam mais experiências utilitárias. Verificou-se ainda que os visitantes que se encontram de férias participam mais nas atividades hedónicas promovidas pelo DOA e tencionam incentivar o Outlet a amigos e familiares. As experiências emocionais positivas dos visitantes do Outlet permitiram identificaram o entretenimento, conforto e felicidade como as emoções positivas mais valorizadas durante a experiência de consumo. O estudo permitiu também encontrar 4 tipologias de emoções entre os respondentes - Amor e Romantismo, Felicidade e Entretenimento, Paixão e Nostalgia, e Alegria e Diversão.
A pesquisa contribuiu para um melhor conhecimento das experiências de consumo em Shopping, podendo os resultados alcançados contribuir para a formulação e implementação de estratégias de marketing dirigidas para os clientes.
The present research work, carried out under the Master of Marketing Management dissertation, aims to evaluate how the consumption experience (hedonic and utilitarian) in an Outlet influences the future behavioral intentions of customers, in the specific case of Designer Outlet Algarve (DOA). . The literature review allowed us to characterize the state of the art regarding the marketing of experiences, emotions, hedonic and utilitarian dimensions of consumption and to characterize future behavioral intentions. The empirical study resulted in the application of a questionnaire survey to a sample of 271 DOA visitors. The results show that the majority of DOA visitors who participated in the study are residents of the region that value the most utilitarian experiences. Visitors on holiday have also been found to participate more in hedonic activities promoted by DOA and and intend to encourage the Outlet to friends and family. Outlet visitors' positive emotional experiences allowed them to identify entertainment, comfort and hapiness as the most valued positive emotions during the consumer experience. The study also found 4 typologies of emotions among respondents - Love and Romanticism, Happiness and Entertainment, Passion and Nostalgia, and Joy and Fun. The research contributed to a better understanding of shopping experiences, and the results achieved can contribute to the formulation and implementation of marketing strategies aimed at customers
The present research work, carried out under the Master of Marketing Management dissertation, aims to evaluate how the consumption experience (hedonic and utilitarian) in an Outlet influences the future behavioral intentions of customers, in the specific case of Designer Outlet Algarve (DOA). . The literature review allowed us to characterize the state of the art regarding the marketing of experiences, emotions, hedonic and utilitarian dimensions of consumption and to characterize future behavioral intentions. The empirical study resulted in the application of a questionnaire survey to a sample of 271 DOA visitors. The results show that the majority of DOA visitors who participated in the study are residents of the region that value the most utilitarian experiences. Visitors on holiday have also been found to participate more in hedonic activities promoted by DOA and and intend to encourage the Outlet to friends and family. Outlet visitors' positive emotional experiences allowed them to identify entertainment, comfort and hapiness as the most valued positive emotions during the consumer experience. The study also found 4 typologies of emotions among respondents - Love and Romanticism, Happiness and Entertainment, Passion and Nostalgia, and Joy and Fun. The research contributed to a better understanding of shopping experiences, and the results achieved can contribute to the formulation and implementation of marketing strategies aimed at customers
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Keywords
Marketing experiências Emoções Designer outlet algarve