O buzz marketing e a influência no cérebro trino para a decisão de compra: um estudo de caso na Empresa Bom Passo Calçados

Abstract

Companies have long been trying to find out what is happening in the consumer's mind. Due the dinamic advances of marketing order, it becomes necessary applications of studies aimed at understanding the consumer behavior, as well as strategic tools necessary to prospect for new individuals consumers. This study investigated the use of buzz marketing and influencer of the Triune Brain in the purchase decision process, which proposes that the mouth to mouth strategies affect consumer buying behavior, with regard to conditions instinctive, emotional and rational brain. To this goal, it was made a field research, exploratory, descriptive, bibliographic and a case study involving the downtown urban region of Santa Rita (MA), with the participation of fifty people in order to analyze the importance of buzz marketing in the purchasing decision process in footwear; also held up interviews with company-owning partner Bom Passo Calçados and six people considered opinion leaders in footwear in the city. Besides that was used an advertising campaign to donate shoes, conveyed in the major social networking company. The results showed that an average of 70% of consumers surveyed consider the opinion of others, especially friends in footwear purchasing decision process in the city and 92% of respondents tend to share their views on the purchase of these products, a fact that reinforces the strategic role of mouth to mouth in the brain processes that directly influence consumer habits. These results validate the assumption that the marketing buzz when used as a marketing strategy is very important, especially with regard to the consumer and its potential idiosyncrasies to stimulate the purchase and consumption behavior in the shoes market of the upstate Maranhão.