" OS CONSUMIDORES COMPRAM POR IMPULSO" (original) (raw)

The topic“consumers buy out of impulse”, is a growingly current subject in the markets of the several sectors, all over the world. Several specific Marketing and Psychology studies have been carried out on this topic, allowing us to understand some variables of the purchasing behaviour. This research aims to understand whether the consumer purchases out of impulse, due to food retail companies’ strategies, or if people buy deliberately, without thinking about what they truly need, and thus Marketing has no influence. This topic was chosen because I work in the retail sector. Retail sector companies are constantly changing, as competition grows stronger, and create different stimulating promotions and campaigns which lead their clients to a behaviour not so organized or rational. The methodology used includes two components. On the one hand, using a questionnaire created on Google Forms and sent by Facebook, to try to understand the behaviour of people of several age groups, their purchasing habits, and what influences them to buy products they often don’t need. On the other hand, by researching articles of other authors, to carry out an analysis of the results and test several hypothesis. This scientific article focuses on Portuguese supermarkets and their marketing teams, the observation of their customers and potential customers (consumers), and their attitudes towards companies’ strategies. The result of the surveys shows that consumers prefer to go to the store rather than buy online, and that they buy products they don’t need encouraged by marketing strategies. Key – Words: Purchase by impulse; Purchase due to promotions; Purchase encouraged by layout; Purchase encouraged by merchandising; Purchase encouraged by consumer’s mood; Purchase encouraged by marketing strategies; Portuguese Supermarkets; Online purchases in detriment of stores.