Os efeitos da promoção de preço na intenção de compras hedônicas e utilitárias nas gerações Y e Z

Abstract

Abstract: Price promotions tend to positively affect purchase intentions. This occurs because prices change consumers' perceptions of products and brands, which is essential for their sustainability. Likewise, price promotions, which are defined as discounts or rebates offered to customers during the purchase decision process, affect consumer evaluations, making the product more attractive in most cases. This stimulus offered by price promotion directly interferes with the product's purchase intention, which, in turn, is a harbinger of sales forecasts. In general, consumer motivations are basically two-dimensional, being utilitarian, when the search is for functional factors, and hedonic, when the search is for sensory attributes. Another way to segment the consumer market is through generational cohorts, grouping consumers into cohorts, called generations, divided by events that occurred during their adulthood and that create values that remain throughout their lives, differentiating them from other generations. Thus, the research analyzes the effect of price promotions on the intention of hedonic and utilitarian purchases of Generations Y and Z. To this end, a quasi-experimental study with a 3x2x2 design was applied, dividing the individuals into 12 experimental conditions. The data were evaluated using analysis of variance tests. The results show that the intention to purchase is greater for hedonic purchases, however, when the stimulus of the promotion exists, its effect is greater on the intention to purchase utilitarian. When analyzing the effect on the different generations, in hedonic purchases the difference was not significant, however, in utilitarian purchases, the effect of price promotions on the intention to purchase is greater for individuals from Generation Y. [resumo fornecido pelo autor]