Influência das estratégias de promoções de vendas no comportamento de compra das consumidoras Plus Size no segmento varejista de vestuário
DOI:
https://doi.org/10.12662/2359-618xregea.v8i2.p107-122.2019Keywords:
Plus Size, Promoções de Vendas, Varejista, VestuárioAbstract
O presente estudo tem por objetivo investigar a influência das promoções de vendas ofertadas pelo segmento varejista de vestuário no comportamento de compra das mulheres plus size. A pesquisa é de cunho quantitativo e utilizou dados coletados a partir de questionários estruturados individuais, aplicados em uma amostra de 117 mulheres plus size, escolhidas aleatoriamente. As informações coletadas foram submetidas a técnicas de análise descritivas, ao cruzamento de variáveis (crosstabs) e ao teste de associação Qui-quadrado. Os principais achados indicam que as estratégias de promoção de vendas que mais influenciam o comportamento de compra de mulheres plus size no segmento varejista de vestuário são as que envolvem desconto no preço e a exposição das peças em vitrines. Outras variáveis de promoção de vendas também influenciam, positivamente, o comportamento de compra das consumidoras plus size e devem ser consideradas nas estratégias de marketing para esse público específico.
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