A influência do marketing de experiência no processo de decisão de compra dos consumidores de food truck (hambúrguer) de Salvador

Abstract

This thesis aims to understand the influence of experience marketing upon the buying decision process of hamburger food truck consumers in Salvador. Seeking to understand the experience marketing according to the five dimensions proposed by Schmitt (1999, 2002, 2006, 2010) and examining these elements of the experience present in the buying decision process, this study happened to be realized through the context by consumers of the city of Salvador, participating in the two Park Truck events. Through a qualitative inductive method, a research with an inspired multisied ethnographic study – was made using three techniques for data collection viz: participant observation, shadowing and formal and informal semi-structured interviews. The data of the empirical investigation were examined on the bases of interpretative textual analysis. This thesis uses two different Park Truck events for field research (Coreto Hype and Happy Truck Food Park), which take place at different locations. These two loci were the empirical field of the investigation and, in the case of a multisited research, each locus was evaluated separately, which results seven categories emerged for the location of the Coreto Hype (Favouritism; Enjoy the street; Away from routine; Attractiveness; Familiarity; Craftsmanship; and Sustain) and five categories for the Happy Truck Food Park (Preference for hamburger; Satisfies hunger; Eating something different; Trust; and Joining friends/neighborhood). The results of the research carried out in the field of experience marketing, lead to the conclusion that, in the two loci, the sensory dimension is not the one that exerts the greatest influence on the purchase decision and is not the predominant one in the choices of these consumers. This is present in the consumption stage, that is, when the consumer eats a hamburger, in which case, flavor was the element considered to be the most prevalent. The emotional and cognitive dimensions were the dimensions considered to be the most dominant, influencing their purchasing behaviors. However, it is worth noting that some consumers approve of the taste and feel particularly well, whereas others disapprove of it, which makes us consider that the sensory aspects are individual and unique. Another finding revealed in the investigation was related to the aspects of experience marketing, present in the stages of the buying decision process of these consumers. The predomination of the dimensions of experience marketing can be noted at the moments of pre-purchase, purchase and post-consumption. With the results obtained it was possible to relate the phases of the BDP to the dominant aspects of the experience marketing present for hamburger food truck consumers of the city of Salvador, at each stage for both loci, revealing what influences the choices of these consumers in this specific context.