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Publication
E-commerce: atração de consumidores e estratégias de diferenciação face à competição de preços nos suplementos alimentares
| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 1.3 MB | Adobe PDF |
Advisor(s)
Abstract(s)
A compra online de suplementos alimentares aumentou drasticamente durante a pandemia
COVID-19. Com o aumento do acesso à internet e a dispositivos móveis, muitos retalhistas
procuraram aumentar a sua visibilidade e as suas vendas neste meio. No entanto, devido à
facilidade de comparação de preços no online, o preço baixo tem sido o principal fator de
decisão de compra por parte dos consumidores, o que se traduz num problema para os
retalhistas. Aumentar a visibilidade e destacar-se no online sem perder margem de lucro
tem-se tornado num desafio. Neste sentido, dada esta transparência de preços online, a
presente dissertação visa oferecer insights a todos os canais de venda de suplementos
alimentares sobre como mitigar ou solucionar o problema da competição pelo preço baixo,
através da identificação dos fatores de influência da tomada de decisão de compra no ecommerce.
No presente estudo empírico, foi usada uma abordagem quantitativa, em que foi aplicado
um questionário online nas redes sociais, durante um mês, com uma técnica de amostragem
por conveniência. De uma população de 201 inquiridos, a amostra obtida para estudo é
constituída por 133 consumidores online de suplementos alimentares, visto ter-se
determinado o consumo online de suplementos alimentares como um critério obrigatório de
elegibilidade.
Através da análise descritiva dos dados obtidos, foi possível concluir-se que o consumidor
atual é um consumidor informado, que privilegia fatores como conveniência, segurança na
loja online, programas de fidelização, confiança na qualidade e eficácia dos produtos,
promoções, transparência na comunicação, experiências agradáveis, personalizadas e
humanizadas. Desta forma, para as lojas online atraírem e reterem os consumidores é
importante que se foquem na transmissão de segurança e eficiência, nas preferências e
necessidades dos mesmos e em proporcionar uma experiência de compra agradável.
Tendo isto em consideração, prevê-se que este trabalho contribua com insights para a
diferenciação, para melhorar o serviço ao cliente e a experiência de compra do mesmo,
atrair consumidores, aumentar a rentabilidade destes canais online e valorizar a importância
do aconselhamento.
The online purchase of dietary supplements increased dramatically during the COVID-19 pandemic. With the growing access to the internet and mobile devices, many retailers sought to boost their visibility and sales through this medium. However, due to the ease of price comparison online, low prices have become the main factor driving consumers purchase decisions, creating a challenge for retailers. Increasing visibility and standing out online without sacrificing profit margins has become a significant obstacle. Given this transparency in online pricing, this dissertation aims to provide insights to all dietary supplement sales channels on how to mitigate or resolve the issue of price competition by identifying the factors that influence purchasing decisions in e-commerce. In this empirical study, a quantitative approach was used, with an online survey conducted on social media over one month, using a convenience sampling technique. From a population of 201 respondents, the study sample consists of 133 online costumers of dietary supplements, as online supplement consumption was determined to be a mandatory eligibility criterion. Through the descriptive analysis of the data obtained, it was concluded that the modern consumer is well-informed and prioritizes factors such as convenience, online store security, loyalty programs, trust in product quality and effectiveness, promotions, transparency in communication, and pleasant, personalized, and humanized experiences. Therefore, for online stores to attract and retain consumers, it is important to focus on ensuring safety and efficiency, addressing their preferences and needs, and providing a pleasant shopping experience. Taking this into consideration, it is expected that this work will provide insights for differentiation, improve customer service and their shopping experience, attract consumers, increase the profitability of these online channels, and highlighting the importance of counselling.
The online purchase of dietary supplements increased dramatically during the COVID-19 pandemic. With the growing access to the internet and mobile devices, many retailers sought to boost their visibility and sales through this medium. However, due to the ease of price comparison online, low prices have become the main factor driving consumers purchase decisions, creating a challenge for retailers. Increasing visibility and standing out online without sacrificing profit margins has become a significant obstacle. Given this transparency in online pricing, this dissertation aims to provide insights to all dietary supplement sales channels on how to mitigate or resolve the issue of price competition by identifying the factors that influence purchasing decisions in e-commerce. In this empirical study, a quantitative approach was used, with an online survey conducted on social media over one month, using a convenience sampling technique. From a population of 201 respondents, the study sample consists of 133 online costumers of dietary supplements, as online supplement consumption was determined to be a mandatory eligibility criterion. Through the descriptive analysis of the data obtained, it was concluded that the modern consumer is well-informed and prioritizes factors such as convenience, online store security, loyalty programs, trust in product quality and effectiveness, promotions, transparency in communication, and pleasant, personalized, and humanized experiences. Therefore, for online stores to attract and retain consumers, it is important to focus on ensuring safety and efficiency, addressing their preferences and needs, and providing a pleasant shopping experience. Taking this into consideration, it is expected that this work will provide insights for differentiation, improve customer service and their shopping experience, attract consumers, increase the profitability of these online channels, and highlighting the importance of counselling.
Description
Keywords
Comportamento do consumidor Decisão de compra E-commerce Preço baixo Consumer behavior Purchase decision Low price