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A EXPERIÊNCIA DE DEGUSTAÇAO NO PONTO DE VENDA FISICO E O COMPORTAMENTO DO CONSUMIDOR: UM ESTUDO APLICADO À MARCA NESPRESSO
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Nos últimos anos, as lojas físicas enfrentam o desafio de proporcionar uma experiência diferenciadora que justifique a deslocação ao ponto de venda, em detrimento das alternativas online, cada vez mais acessíveis e convenientes. O marketing sensorial destaca-se como uma estratégia essencial para captar, envolver e fidelizar os consumidores, através da criação de estímulos que apelam aos cinco sentidos. Contudo, enquanto os estímulos visuais, auditivos e olfativos têm merecido maior atenção por parte da literatura, o estímulo gustativo continua a ser pouco explorado, apesar do seu potencial para gerar experiências memoráveis e influenciar decisões de compra. Este estudo procurou colmatar essa lacuna ao analisar o impacto da degustação gratuita em loja física na perceção de qualidade, na intenção de compra e na lealdade à marca. A marca Nespresso foi selecionada como caso de estudo, tendo sido desenvolvido um modelo conceptual que relaciona a experiência de degustação com duas dimensões fundamentais: o incentivo à compra de outros produtos e acessórios, o reforço da preferência pelo canal presencial. Os resultados, obtidos através da aplicação de métodos quantitativos e da análise estatística dos dados, confirmaram as hipóteses formuladas. A degustação demonstrou ter um impacto positivo não só na intenção de compra, mas também na preferência pela loja física e na fidelização do consumidor. Este trabalho contribui para o avanço do conhecimento científico ao aprofundar a compreensão do papel do marketing sensorial no contexto gustativo e oferece recomendações práticas que poderão orientar a definição de estratégias de marketing mais eficazes no ponto de venda.
In recent years, physical stores face the challenge of delivering a distinctive experience that justifies a visit to the point of sale over increasingly accessible and convenient online alternatives. Sensory marketing has emerged as an essential strategy to attract, engage, and retain consumers by creating stimuli that appeal to the five senses. However, while visual, auditory, and olfactory stimuli have been extensively explored in the literature, gustatory stimulus remains relatively under-researched, despite its potential to generate memorable experiences and influence purchasing decisions.This study aimed to address this gap by analyzing the impact of free in-store tasting on perceived quality, purchase intention, and brand loyalty. The Nespresso brand was selected as a case study, and a conceptual model was developed linking the tasting experience to two key dimensions: encouraging the purchase of other products and accessories, strengthening the preference for the physical store channel.The results, obtained through quantitative methods and statistical data analysis, validated the proposed hypotheses. The tasting experience was shown to have a positive effect not only on purchase intention but also on preference for the physical store and consumer loyalty. This research contributes to the advancement of academic knowledge by deepening the understanding of the role of sensory marketing in the gustatory context and offers practical recommendations to support the development of more effective in-store marketing strategies.
In recent years, physical stores face the challenge of delivering a distinctive experience that justifies a visit to the point of sale over increasingly accessible and convenient online alternatives. Sensory marketing has emerged as an essential strategy to attract, engage, and retain consumers by creating stimuli that appeal to the five senses. However, while visual, auditory, and olfactory stimuli have been extensively explored in the literature, gustatory stimulus remains relatively under-researched, despite its potential to generate memorable experiences and influence purchasing decisions.This study aimed to address this gap by analyzing the impact of free in-store tasting on perceived quality, purchase intention, and brand loyalty. The Nespresso brand was selected as a case study, and a conceptual model was developed linking the tasting experience to two key dimensions: encouraging the purchase of other products and accessories, strengthening the preference for the physical store channel.The results, obtained through quantitative methods and statistical data analysis, validated the proposed hypotheses. The tasting experience was shown to have a positive effect not only on purchase intention but also on preference for the physical store and consumer loyalty. This research contributes to the advancement of academic knowledge by deepening the understanding of the role of sensory marketing in the gustatory context and offers practical recommendations to support the development of more effective in-store marketing strategies.
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degustação marketing sensorial experiência de compra comportamento do consumidor Nespresso