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Neste estudo, foi avaliada a eficiência do Funil de Compra como modelo explicativo da interacção dos consumidores online da empresa Rangel Expresso com a sua campanha de Keyword Advertising. Foram então analisados 376 registos (queries), num período de 13 meses relativos à campanha Google Adwords, inserida na tipologia acima referida. Os registos foram segmentados de acordo com as fases do Funil de Compra (Awareness, Research, Decision e Purchase), sendo posteriormente comparados agregadamente, tendo por base a utilização de variáveis consideradas críticas pela literatura referente ao online advertising e aplicadas ao sector da Logística. Os resultados das análises efectuadas permitiram concluir que as diferentes fases do Funil de Compra são eficientes no processo de classificação das pesquisas, confirmando que os consumidores se comportam, de facto, de forma diferente em função do conteúdo e objectivo subjacente das suas pesquisas. Ainda assim, segundo os resultados obtidos, o Funil de Compra não representa rigorosamente o padrão comportamental do consumidor online, dado que nem para todas as variáveis mensuradas, os resultados estão associados às acções esperadas dos consumidores, de acordo com os princípios teóricos defendidos pelo modelo. Na verdade, os consumidores online da Rangel são condicionados efectivamente pela complexidade informacional e emocional subjacente à sua compra, resultando num percurso confuso e difuso, com entradas e saídas do mesmo e ainda avanços e retrocessos frequentes, dando assim origem a um Fuzzy funnel, e não propriamente a um Buying Funnel.
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.
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.
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Online advertising Keyword advertising Funil de compra Consumer behavior Search engine marketing Buying funnel