O que influencia a compra de artigos, nos mercados B2C e B2B : estudo de caso Decathlon
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2019
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Diversos estudos no âmbito da gestão e do marketing fazem análises sobre as relações entre empresas e clientes finais, os chamados mercados B2C, porém, nos últimos anos as relações B2B têm ganho mais importância tanto pelo volume de negócio que estas representam, como pelo fato de estes mercados sustentarem todo o mercado.
O CRM surge como uma ferramenta de gestão, contribuindo para maximizar as relações de troca entre as empresas e destas com o seu público interessado, visando alcançar o sucesso. Para alcançar este objetivo, tem de se conhecer bem os clientes e desenvolver com estes uma relação próxima e duradoura por via da implementação dos princípios do marketing relacional.
A proposta de trabalho de investigação vai-se basear num estudo exploratório sobre as diferenças entre os clientes B2C e B2B e a relação entre CRM e o Marketing Relacional em clientes B2B. O objetivo é investigar o que influencia a compra de artigos, no mercado B2C e B2B, em unidade de retalho desportivo, neste caso Decathlon. Esta escolha da Decathlon ocorreu por ser uma das maiores empresas no mercado português de retalho de artigos desportivos.
Com o intuito de atingir o objetivo proposto foi realizada, metodologicamente, uma entrevista a um diretor de loja e 711 questionários aos clientes (530 clientes B2C e 181 clientes B2B).
Após a análise dos resultados obtidos concluiu-se que existem diversos fatores que influenciam a compra de artigos no mercado B2C e B2B. No mercado B2C, dificuldade em encontrar os produtos, preços altos, falta de explicação sobre o produto e o produto não se adequa à utilização/gosto do cliente. No mercado B2B, a rutura de stock, necessidade em ter um vendedor disponível e que aconselhe de forma adequada, falta de variedade de produtos ou personalizados e não existir descontos.
Concluiu-se ainda que, neste tipo de mercado B2B, é necessário, para reverter estes resultados, implementar o sistema de CRM com base o Marketing Relacional, conseguindo o sucesso.
Several management and marketing studies analyse relations between companies and end customers, the so-called B2C markets, however in recent years B2B relationships have gained more importance both in terms of the volume of business they represent as well as the market they sustain. CRM emerges as a management tool, contributing to maximize the exchange relationships between companies and these with their interested public, aiming to achieve success. To achieve this goal, you have to know your customers well and develop a close and lasting relationship with them by implementing the principles of relational marketing. The research work proposal will be based on an exploratory study on the differences between B2C and B2B clients and the relationship between CRM and Relational Marketing in B2B clients. The objective is to investigate what influences the purchases of articles, in the B2C and B2B market, in sports retail unit, in this case Decathlon. This choice of Decathlon occurred because it is one of the largest companies in the Portuguese retail of sports goods. In order to reach the proposed goal, an interview was conducted with a store manager and 711 customer questionnaires (530 B2C clients and 181 B2B clients). After analysing the results, it was concluded that there are several factors that influence the purchase of articles in the B2C and B2B markets. In the B2C market, difficulty in finding the products, high prices, lack of explanation about the product and the product doesn’t fit the use / taste of the customer. In the B2B market, such as stock breach, need to have an available and adequately advised seller, lack of variety or personalized products and no discounts. It was also concluded that, in this type of B2B market, it is necessary, to reverse these results, to implement the CRM system based on Relational Marketing, thus achieving success.
Several management and marketing studies analyse relations between companies and end customers, the so-called B2C markets, however in recent years B2B relationships have gained more importance both in terms of the volume of business they represent as well as the market they sustain. CRM emerges as a management tool, contributing to maximize the exchange relationships between companies and these with their interested public, aiming to achieve success. To achieve this goal, you have to know your customers well and develop a close and lasting relationship with them by implementing the principles of relational marketing. The research work proposal will be based on an exploratory study on the differences between B2C and B2B clients and the relationship between CRM and Relational Marketing in B2B clients. The objective is to investigate what influences the purchases of articles, in the B2C and B2B market, in sports retail unit, in this case Decathlon. This choice of Decathlon occurred because it is one of the largest companies in the Portuguese retail of sports goods. In order to reach the proposed goal, an interview was conducted with a store manager and 711 customer questionnaires (530 B2C clients and 181 B2B clients). After analysing the results, it was concluded that there are several factors that influence the purchase of articles in the B2C and B2B markets. In the B2C market, difficulty in finding the products, high prices, lack of explanation about the product and the product doesn’t fit the use / taste of the customer. In the B2B market, such as stock breach, need to have an available and adequately advised seller, lack of variety or personalized products and no discounts. It was also concluded that, in this type of B2B market, it is necessary, to reverse these results, to implement the CRM system based on Relational Marketing, thus achieving success.
Descrição
Orientação: Eduardo
Manuel Machado de Moraes Sarmento Ferreira
Palavras-chave
MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE, COMUNICAÇÃO, MARKETING, MARKETING RELACIONAL, DESPORTO, ESTUDOS DE CASO, DECATHLON, COMMUNICATION, MARKETING, RELATIONSHIP MARKETING, SPORT, CASE STUDIES, DECATHLON