O funil de compra e o comportamento online do consumidor

: caso Rangel expresso

Abstract

In this research, the effectiveness of the Buying Funnel has been evaluated as a model for understanding the interaction between the Rangel Expresso online consumers and the company’s Keyword Advertising campaign. 376 queries have been analyzed in this empirical research from a 13 month Google Adwords campaign of Rangel Expresso. These queries have been segmented according to the stages of the Buying Funnel (Awareness, Research, Decision and Purchase) and then compared, using the keyword advertising critical variables. Findings from this analysis show that the stages of Buying Funnel are effective for classifying types of queries, with statistically different consumer behaviors for all these variables across the stages of the Funnel, confirming that the consumers behave, in fact, differently regarding the content and the underlying goal of their query. However, regarding the results, the Buying Funnel does not strictly represent the behavioral pattern for the online consumer, since the results do not always match the expected values, bearing in mind the principles of the Buying Funnel. Indeed, the Rangel’s online consumers are affected by the informational and emotional complexity associated to their purchase, resulting in a confused and diffuse path, with lots of entries, exits and even backwards movements by them. It creates the shape of a Fuzzy Funnel, and not actually a Buying Funnel.

Date of Award	21 Jul 2016
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Mário Ferreira (Supervisor)