TRADITIONAL AND DIGITAL MARKETING COMMUNICATION IN BUYING BEHAVIOR: A STUDY WITH UNIVERSITY STUDENTS IN BRAZIL

Abstract

Consumer behavior is a field of applied social sciences that can be evaluated by the choice, purchase and use of a product and respond to the satisfaction of a certain consumer need or desire. Anyone who buys or uses any product, good or service is considered a consumer. And to influence these consumers, strategies that influence purchasing behavior are used. Thus, the present study has as main objective to analyze how traditional and digital marketing influence the purchase decision of university students in the Administration and Advertising and Advertising courses at Federal University of Mato Grosso, Brazil, with regard to the purchase of electronics. To this end, a quantitative research was carried out with the students of the two courses cited, with data being collected through an electronic questionnaire available on Google Forms and with the application in the classroom. The main results show that the majority of students are more influenced by digital marketing. However, the advertisements and promotions shown on television still have strong appeal in the purchasing influence of the researched group.