O comportamento de compra dos anunciantes da rádio Palmeira AM/FM

Abstract

The consumer behavior study offers to understand the factors that lead to consuming an organization and buying a product or service. As commercial radios, in turn, are radio species that provide other companies' broadcasting services in their normal programming. The objective of this research is to conduct an analysis of the behavior of advertisers of Radio Palmeira AM/FM, commercial radio of the municipality of Palmeira das Missões, state of Rio Grande do Sul. To achieve this goal, 71 questionnaires were applied to entrepreneurs announced by Radio Palmeira AM/FM. An analysis of the results revealed that the perception of entrepreneurs about the services offered by Radio is positive. However, while Radio retained its advertisers, or Radio's reach to new businesses and young entrepreneurs turned out to be low. To gain new customers, the Radio must invest in strategies that address the key factors that influence advertisers' buying behavior, such as individual perception, referral groups, ways of learning, and culture for each advertiser.