Nicho de mercado: o caso do marketing como indutor de consumo de energéticos por estudantes universitários

Abstract

Energy drinks act as stimulants of the organism. Consumption gained enough popularity, since 1997, a result of the advertising campaigns increases. There is little information about the magnitude of intake of energy drinks by college students, according to point out researchers who published a study in the journal Nutrition Journal in October 2007. The authors gathered 496 North American college, which answered a standardized questionnaire about their eating habits. The results released showed that 51% of participants make regular use of energy drinks. Most use the compound to stay awake (67%) in order to increase your disposal (65%) or in combination with alcohol during parties and celebrations (49%). This study aims to study the reasons for which the inclusion of strategies and marketing actions may be relevant to the final consumption of a particular product, in the case of the study, energy consumption by students of the Federal University of Paraíba. Through quantitative research made based on in-person interview questionnaires, sought to achieve the best results to identify the consumption habits of the students as well as the use of marketing influence or influences the consumption of energy by the university University students Federal da Paraíba. The research seeks to show through in-person interview, collect data on the subject, and has the intention to detailed analysis, so that action can be taken in order to increase consumption of energy within; using the product marketing as the main form of attraction and loyalty of this audience, using important pillars such as product, price, place, promotion, external events and product knowledge in general, making the student feel familiar with the product and pass to consume it with increasing frequency, understanding not only the price of the product, but also the added value that it has, directly linking the marketing done with your choices at the time of consumption. Research has shown the powerful force that the correct use of marketing as a driver of energy consumption habits through this application, it was possible to increase the sale of energy at 95% of canteens and cafeteria of the University, according to the data company sales indicators in 2016.