Resumo

Focus of retailer advertising is on immediate sales stimulation. Customer journey studies adopt an organization by phases although it was shown that journey is fluid.Stage of pré-purchase is usually characterized by consumer search of information, we understand that intention to visit must be stimulated by retailers, and if they succeeded then intention to visit will be relevant in purchase phase as well. Using data from 15.186 consumers of durable consumer goods with national coverage. Theoretical and practice contributions are presented.

This study is concerned with retail efforts to catch buyers who are about to make a purchase relying on price-oriented advertising. Companies spends a great amount of marketing budget to develop and deploy national campaigns. The main challenge for retailers marketing managers is to understand if ad really make the difference and lead consumers to positive behavioral intentions. The objective if this study is to propose a framework that uncover the mechanism by which promotions turns into purchase intention and clarifies if retailers efforts are being effective.

Retailers must focus on increase purchase intention using advertisements to create positive predispositions in relation to ad claims and improve consumers intention to purchase. Intention to visit will occur after store/website/ app after being impacted promotion ad which in turn will increase purchase intention, as Attitude towards retailer does. Attitude towards retail promotions is formed from the statements contained in the ad that are perceived by consumers who, in turn, form perceptions about the ad – namely price perception, advertising credibility, likeability and irritation

All scales were based on the literature and adapted to the retail context. We selected four retailers based on their national presence, top 5 on gross sales. The ads used largely comprise advertisements for TV sets, cell phones, appliances, white goods, furniture. Respondents were accessed through consumer panel. Respondents participated only once. Treatment was conducted with attention check, time response, univariate outliers and common-method bias. The final database consisted of 15,186 unique valid consumer responses. The survey was conducted to ensure national demographic distribution.

SmartPLS3 software was used to conduct convergent and discriminant validity. The proposed model meets both recommended convergent and discriminant validity criteria. All hypotheses are confirmed. Listed perceptions are relevant for the generation of attitude toward the ad. The results confirm our hypotheses showing that intention to visit and attitude toward retailer are important results that mediates the relationship between Attitude toward ad and purchase intention being important for retailers, although sometimes neglect by researchers.

Price perception can be elicited and biased by internal price reference that the consumer has or by price ranges, and since retailers announce products with prices and discounts in a daily basis, it is possible that the consumer has adjusted his price reference to consider the offered price as ‘default’. The most important construct for determining attitude toward advertising is ad credibility being likeability the second. Intention to visit fully mediates the relation of Attitude toward the ad and purchase intention

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