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Authors
Advisor(s)
Abstract(s)
O presente trabalho de investigação procura explicar aspetos de potencial de mercado de um
aplicativo de compras de presentes e formular um plano de marketing adequado. Conhecer o
potencial de mercado é fundamental para reconhecer o ambiente externo de uma empresa e, assim,
compreender como este pode se implementar, expandir e consolidar. No atual contexto globalizado
digitalmente ligado surgem novas necessidades de mercado e, com isso, novas oportunidades. Uma
startup tecnológica portuguesa identificou uma oportunidade ao notar que o ato de presentear pode
ser transformado numa experiência agradável, inovadora e de fácil utilização, tornando este ato
mais simples, dinâmico, inovador e criativo. Para analisar este potencial de mercado foram aplicadas
duas investigações, sendo a primeira de natureza exploratória através de entrevista direta e semi
estruturada online, com o objetivo de formular hipóteses, e a segunda de natureza descritiva através
de levantamento de campo utilizando um questionário online com o objetivo de identificar a
segmentação do mercado. A técnica de amostragem utilizada foi a não probabilística por snowball
e, também, por quotas. Foram obtidos 883 questionários válidos, no entanto apenas 424 foram
utilizados, uma vez que para a análise por quota se fez necessário igualar a amostra por sexo. A
investigação, conduzida na cidade de Curitiba, concluiu que há um potencial consumidor desta
aplicação, existindo diferenças por sexo, idade e nível de rendimento em termos do comportamento
dos consumidores nas várias dimensões da compra online de um presente com a utilização de um
aplicativo móvel. As técnicas de marketing propostas são as que envolvem segmentação. Para os
homens o foco refere-se a técnicas que estimulem a compra de presentes, e para as mulheres o
foco são técnicas para estimular a compra por aplicativos, uma vez que entre as mulheres ainda é
muito recorrente o hábito de comprar os produtos fisicamente.
The present research work seeks to explain aspects of market potential for an online shopping application in the gift segment and the formulation of an appropriate marketing plan. It is critical to recognize the market potential in order to understand a company's external environment and also identify how the business can be inserted in the market to expand and consolidate. We are currently inserted in a globalised, international and connected context, resulting in the emerging of new market needs, which leads to new opportunities. A technological startup based in Portugal identified an opportunity by noting that the act of giving someone a present can be enhanced by a pleasant, innovative and user-friendly experience, making it more dynamic, innovative and creative. Along these lines, the market potential will be analysed thought two methods of research. The first one being of exploratory nature through direct and unstructured online interviews, with the purpose of formulating hypotheses, and the second method being of descriptive nature through field survey using an on-line questionnaire, in order to identify market segmentation. The snowball and the quota sampling techniques were applied in both methods. The investigation was conducted in the city of Curitiba and a total of 883 valid questionnaires were obtained. Due to the nature of the quota sampling and the need for an equal number of male and female respondents, a number of 424 questionnaires were used as part of this investigation. According to the results of this study, one can conclude that there are potential consumers for the application under discussion, however there are differences in relation to gender. The proposed marketing techniques are those involving segmentation. For men, the technique must stimulate the act of buying a present, whereas for women, the technique must stimulate shopping though apps since women prefer to shop for presents at physical stores.
The present research work seeks to explain aspects of market potential for an online shopping application in the gift segment and the formulation of an appropriate marketing plan. It is critical to recognize the market potential in order to understand a company's external environment and also identify how the business can be inserted in the market to expand and consolidate. We are currently inserted in a globalised, international and connected context, resulting in the emerging of new market needs, which leads to new opportunities. A technological startup based in Portugal identified an opportunity by noting that the act of giving someone a present can be enhanced by a pleasant, innovative and user-friendly experience, making it more dynamic, innovative and creative. Along these lines, the market potential will be analysed thought two methods of research. The first one being of exploratory nature through direct and unstructured online interviews, with the purpose of formulating hypotheses, and the second method being of descriptive nature through field survey using an on-line questionnaire, in order to identify market segmentation. The snowball and the quota sampling techniques were applied in both methods. The investigation was conducted in the city of Curitiba and a total of 883 valid questionnaires were obtained. Due to the nature of the quota sampling and the need for an equal number of male and female respondents, a number of 424 questionnaires were used as part of this investigation. According to the results of this study, one can conclude that there are potential consumers for the application under discussion, however there are differences in relation to gender. The proposed marketing techniques are those involving segmentation. For men, the technique must stimulate the act of buying a present, whereas for women, the technique must stimulate shopping though apps since women prefer to shop for presents at physical stores.
Description
Mestrado APNOR e de dupla diplomação com a UTFPR - Universidade Tecnológica Federal do Paraná
Keywords
Aplicativo Presentes Inovação Marketing Brasil