Marketing direto: um estudo sobre o uso de whatsapp no mercado pet

Abstract

Understanding the perception of WhatsApp users on the utilization of the app’s tools in direct marketing is the main objective of this study. Considering its purpose, the research can be classified as exploratory and quantitative, because initially it seeks a deep understanding of the subject, in order to make it clearer and later outline and analyze the characteristics of phenomena or facts. The data were collected through an online questionnaire shared on the author’s social media, on the author’s friends’ social media, and in groups related to pet care. The questionnaire consisted of structured multiple choice questions, using the Likert scaling method. The research was carried out with consumers who own pets and use WhatsApp for business purposes. After analyzing the research’s results, we observed that consumers prefer the direct marketing carried out in a private and individual way, and that the consumers prefer that the companies ask for their permission before contacting them. Furthermore, we observed that tools associated to images of products and services are more pleasant, according to the consumers’ perception, than those that keep the communication more informal or personal, for example.