A influência de atributos da comunicação e da identidade na compra de presentes em datas comemorativas

• Ano de defesa: 2020
• Autor(a) principal: Alves, Flávia Nascimento Mantovani
• Orientador(a): Almeida, Luciana Florêncio de
• Banca de defesa: Rocha, Thelma Valeria, Spers, Eduardo Eugênio
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Escola Superior de Propaganda e Marketing
• Programa de Pós-Graduação: Programa de Mestrado Profissional em Comportamento do Consumidor
• Departamento: ESPM::Pós-Graduação Stricto Sensu
• País: Brasil
• Palavras-chave em Português: gift giving; eye tracking; Natal; atributos de comunicação; comportamento do consumidor
• Palavras-chave em Inglês: gift giving; eye tracking; Christmas; communication attributes; consumer behavior
• Área do conhecimento CNPq: CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO
• Link de acesso: http://tede2.espm.br/handle/tede/509

The research evaluates how different attributes explored by communication can influence the consumer in choosing a Christmas gift giving, having as its object of study the panettones category (seasonal product, present in the Brazilian's Christmas). In addition, the research also seeks to understand how these attributes reinforce the consumer's identity according to the benefits they claim, and also based on the person to be presented. The commemorative date market allows retailers to incrementally grow and stream more consumers and make individuals consume and give more naturally. Christmas is considered to be the main of these retail commemorative dates – so the study focuses on this particular date. Within this context, a literature review was conducted on topics relevant to the analysis, such as gift giving, seasonal periods and how important they are for retail – focusing on Christmas – and purchase motivation based on identity. To accomplish this, the research in question was divided into two stages, with different methodologies: (I) an experiment using eye tracking, which sought to evaluate advertisements offering panettones during Christmas, with different attributes explored by communication (such as text, images, packaging, etc.); and (II) a survey, to enrich the results obtained in the first phase, bringing questions such as reinforcing the consumer's identity in choosing a panettone package according to the gift in question. This research adds new knowledge to the existing gift giving literature from the perspective of communication attributes and the role of identity in gift giving. The adoption of the eye tracking technique made it possible to highlight the central points of the consumer's visual attention for commemorative date communications, specifically Christmas. The results can be useful to marketing managers in choosing the elements to compose communication campaigns on commemorative dates, as well as reinforcing the relevant role of brand management as an antecedent for defining the gift, whatever the gift.