Ações de marketing de preço e promoção do iFood: um estudo das decisões de compra dos estudantes universitários do Curso de Administração da UFRN

Abstract

The work addresses the analysis of iFood's price and marketing promotion actions in purchasing decisions made by university students on the UFRN administration course, in which the research problem is focused on how they perceive these marketing actions. The objective of the research carried out was to analyze these pricing decisions, which are related to offline marketing and promotion related to online marketing, as well as the communication actions carried out by iFood, presenting suggestions and improvements in order to analyze the strategies used by the compounds. The methodology applied to achieve the objectives was based on a questionnaire on Google Forms for the target audience of the research with questions appropriate to the specific objectives, with the form being distributed on the main access channels for university students on the UFRN administration course. From the results obtained, it was possible to achieve the research objectives, as it became clear as a result of the research that iFood is most used by young university students who have a hectic routine and who are looking for the best purchasing conditions as a result of starting their lives. Academic studies and due to the fact that salaries for internships and scholarships are reduced, suggestions for improvements to iFood's marketing promotion and pricing actions were also presented. It is noteworthy that the work had limitations regarding the size of the research sample and the difficulty in surveying the theoretical framework more specific to iFood marketing and the MFDA's.