The effect of cashback on the purchase decision in e-commerce: a study with the university audience

Authors

DOI:

https://doi.org/10.6008/CBPC2674-6433.2023.005.0001

Keywords:

Cashback, E-commerce, Descriptive

Abstract

With the growing popularity of e-commerce and young people's familiarity with technology, cashback has been an influential factor in making a purchase decision. Therefore, the study aimed to understand the importance of cashback in the purchase choice of university students from an educational institution located in the interior of Minas Gerais. The research was quantitative and descriptive, and data collection was carried out through an online questionnaire, applied to a non-probabilistic sample due to accessibility. The analysis was conducted using the statistical software Jamovi, version 1.6.23 stable. In addition, only responses from participants who identified themselves as e-commerce consumers and demonstrated knowledge of the concept of cashback were considered. Responses were collected from 147 participants in the survey, of which 71 (48.3%) reported using cashback, while 76 (51.7%) said they did not use this resource. The group that uses cashback was analyzed in order to understand their objectives and motivations, while the group that does not use cashback was investigated to understand their profile, buying behavior and the reasons that lead them not to adhere to this practice. . This information aims to allow the development of strategies directed to each group, in order to reach their respective interests and improve the existing strategies. Finally, the study proved to be relevant for organizations to be able to analyze various information in the context of e-commerce. Among this information, the following stand out: identification of the most popular product categories in online purchases, which are the most important factors taken into account by consumers at the time of purchase, evaluation of the frequency of use of cashback in e-commerce transactions, understand the cashback percentages offered by companies, identify the credit cards most used in this strategy and explore what are the aspects that consumers dislike in these strategies. In this way, the study contributes to the development of more effective market strategies, aiming to improve the competitive performance in e-commerce.

Author Biographies

Lorrayne Pessi, Universidade Federal de Lavras

Graduated in Business Administration from the Federal University of Lavras (DAE/UFLA-2019/2023). I was an intern at Via Permuta in 2019 and 2020. Member of the Marketing and Sales Board at UFLA Júnior Consultoria Administrativa in 2019 and Scientific Initiation Researcher in 2019 and 2020, addressing the topic "The interference of assets intangibles in the spread of publicly traded companies in the food and beverage sector". I was a member of PET administration from April 2021 to September 2022, acting as a developer and project coordinator during this period. Currently, since October 2022, I have been working as a financial assistant at the company Master Administração de Empresas that provides services to large companies such as Santa Efigênia and STG Construtora.

Karoline Morais Silva, Universidade Federal de Lavras

Undergraduate student in Business Administration at the Federal University of Lavras (DAE/UFLA - 2019/2023). I was a member of the Marketing and Sales team at UFLA Júnior Consultoria Administrativa in 2019 and 2020. Scholarship holder at Inbactec, Incubator of Technology-Based Companies, working in the administrative and basic management area, in 2022. Also in 2022, I was an intern at Food Tech Vida Veg, being responsible for the care and development of the Food Service area.
In February 2023, I started as a commercial assistant at SN Construtura and in May, I was hired as a Commercial Analyst, acting as a Sales Development Representative.

André Caetano Pereira, Universidade Federal de Lavras

I worked for about 2 years as part of the Junior Company Movement; Sales Director and Project Manager (UFLA Jr. Consultoria Administrativa); 5 consulting projects carried out for companies in Lavras and region; IBGE census taker in the 2022 Census; Key skills: Leadership, Negotiation and Communication.

Alexandre Costa Oliveira, Universidade Federal de Lavras

Graduating in Administration from the Federal University of Lavras, associated with the Department of Administration and Economics. I was a scientific initiation scholarship holder in the Tutorial Education Program (PET/UFLA), between the years 2021 to 2023. Being a project coordinator and researcher in the area of administration. Since March 2023, I have been an intern at Banco Bradesco S.A, working in the Corporate segment.

Vitória Sousa Neves Penido, Universidade Federal de Lavras

Undergraduate student in Business Administration at the Federal University of Lavras (DAE/UFLA - 2019/2023). I was a member of INCUBACOOP- Technological Incubator of Popular Cooperatives in 2021, being responsible for marketing and also acting as a manager. In April 2023, I started my internship, in Costs and Budgets at Grupo Ciclope, until the present day.

Giovanna Bertolin Stelmo da Silva, Universidade Federal de Lavras

Undergraduate student in Business Administration at the Federal University of Lavras (DAE/UFLA - 2019/2023). In 2023, I started my internship at Atitude Empresarial. I have experience in the area of Administration, with emphasis on Business Administration. Since 2015 I have participated in a philanthropic organization called Filhas de Jó International in which I am actively acting at the local (Barbacena) and state (Minas Gerais) level.

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Published

2024-01-24

Issue

Vol. 5 No. 2 (2023): Business Journal - Mai, Jun, Jul, Ago, Set, Out 2023

Section

Marketing e Estratégias Mercadológicas

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Copyright (c) 2024 Business Journal

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