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Abstract(s)
Em consequência de um consumidor cada vez mais informado e seletivo, o marketing tradicional, baseado em relações de compra e venda, foi objeto de mutações para ser adaptado à nova realidade de exigências do mercado. O primeiro passo dessa evolução foi o Marketing Relacional, de forma que os players passassem a ouvir mais e considerassem, dia após dia, o desejo do público-alvo pretendido, abrindo espaço para relações mais próximas entre a marca e o consumidor.
Na medida em que a utilidade foi transformada em um aspecto básico oferecido e em que os consumidores começaram a exigir mais dinamismo, a experiência para com a marca começou a ser adotada, e deu origem ao Marketing Experimental. Esse, que nada mais é do que o incentivo a certas formas de experiência, que enfatiza os lados emocional, sensorial e comportamental do comprador, objetiva a criação de valor, a diferenciação e o reconhecimento.
Esta dissertação tem como intuito principal entender como o Marketing Experimental influencia a experiência no ponto de venda e como essas experiências são percebidas pelos consumidores, tendo a loja ZARA como estudo de caso.
Primeiramente serão apresentados assuntos que servirão para conceituar o tema do Marketing Experimental, ligados à Evolução do Marketing, ao Comportamento do consumidor e às experiências. Depois, será apresentada uma pesquisa realizada, por meio de um inquérito, com objetivo de recolher dados para entender a percepção dos consumidores com relação ao objeto de estudo. E, por último, a basear-se na revisão de literatura e nos resultados obtidos, será apresentada a reflexão final desenvolvida a partir da verificação se a pergunta de partida e as hipóteses puderam ser respondidas ou não.
As a result of an increasingly informed and selective consumer, traditional marketing, based on buying and selling relations, had to undergo some mutations to adapt to the new reality of market demands. The first step in this evolution was Relational Marketing, so that players would listen more and consider the target’s desire, giving space to closer relations between the brand and the consumer. As utility became the basic offered and consumers began to demand more dynamism, the experience with the brand began to be adopted, giving rise to Experiential Marketing. This, which is nothing more than the incentive to certain forms of experience, appealing to the buyer's emotional, sensory and behavioral sides, aiming for the value creation, differentiation and endorsement. The main purpose of this dissertation is to understand how Experience Marketing influences the experience in the store and how these experiences are perceived by consumers, through a case study of ZARA. First, subjects will be presented that will serve to conceptualize the theme of Experiential Marketing, linked to the Evolution of Marketing, Consumer Behavior and experiences. Then, a survey was conducted with the aim of collecting data to understand the perception of consumers in relation to the object of study. Finally, based on the literature review and the results obtained, it was verified whether the starting question and the hypotheses could be answered or not.
As a result of an increasingly informed and selective consumer, traditional marketing, based on buying and selling relations, had to undergo some mutations to adapt to the new reality of market demands. The first step in this evolution was Relational Marketing, so that players would listen more and consider the target’s desire, giving space to closer relations between the brand and the consumer. As utility became the basic offered and consumers began to demand more dynamism, the experience with the brand began to be adopted, giving rise to Experiential Marketing. This, which is nothing more than the incentive to certain forms of experience, appealing to the buyer's emotional, sensory and behavioral sides, aiming for the value creation, differentiation and endorsement. The main purpose of this dissertation is to understand how Experience Marketing influences the experience in the store and how these experiences are perceived by consumers, through a case study of ZARA. First, subjects will be presented that will serve to conceptualize the theme of Experiential Marketing, linked to the Evolution of Marketing, Consumer Behavior and experiences. Then, a survey was conducted with the aim of collecting data to understand the perception of consumers in relation to the object of study. Finally, based on the literature review and the results obtained, it was verified whether the starting question and the hypotheses could be answered or not.
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Keywords
Marketing Relacional Marketing Experimental Comportamento do Consumidor Experiências Memórias Satisfação