Publicação
Essays on consumer behaviour : a marketing approach to lottery gambling
| Resumo: | The present dissertation presents three essays on marketing, focused on consumer behaviour. The first essay approaches the state of the art on gambling consumer behaviour, with a special emphasis on the use of big data. Results show that most of the studies found were carried out by a small group of researchers and databases from a very restricted number of operators. Therefore, this essay found a researcher gap that is a steppingstone in this dissertation, which complements the gap found in the study of consumer behaviour, of gambling studies, including on lottery gambling. The second essay (Chapter 4 – Essay 2) had as a main objective, the identification of segments of players through their levels of involvement (high, neutral, low) and the evaluation of the preferences of product categories, through the creation and use of segmentation models. Results indicate the existence of a hierarchy in the relevance of sociodemographic variables to determine players profiles and segments. The models generated various segments of players who engage in different games. The results support the identification of different segments and the possibility of creating a more effective marketing effort in identifying segments and defining and elaborating targeting and responsible gaming strategies. The second essay (Chapter 4 – Essay 2) is the first study to use real game data from the Portuguese national lottery, which were made available exclusively for this study, and has never been analysed before, a situation similar to one of the longitudinal databases used in the third essay. The third essay (Chapter 5 – Essay 3) analyses the effect of cannibalization on the product portfolio of the Portuguese national lottery. Cannibalization is a marketing phenomenon that occurs when sales of a product decrease in volume or market share, due to the introduction of a new product on the market, launched by the same or another company. The new product absorbs the demand for the current product, reducing its sales. When considering institutions that operate in monopolistic, oligopolistic, or highly regulated markets, as is the case of state lotteries, it is expected that the gambling activity grows by the expansion of total demand. So far, very few studies have focused on the impact of the introduction of new games on pre-existing games in this specific sector. This study is the first to assess the impact of cannibalization on the Portuguese national lottery portfolio, and it is also the first to include games such as passive lotteries. The results demonstrate the existence of cannibalization between product categories and between single products. Scratchcards are the product that most cannibalizes other games. The results also demonstrate the existence of complementarity between games, both in terms of product category and individual products. The results obtained advance the knowledge in the field and on cannibalization of lottery products. |
|---|---|
| Autores principais: | Chagas, José Bernardo Fonseca Pólvora Trindade |
| Assunto: | marketing consumer behaviour gambling segmentation models product cannibalization comportamento do consumidor jogo a dinheiro modelos de segmentação canibalização de produto |
| Ano: | 2022 |
| País: | Portugal |
| Tipo de documento: | tese de doutoramento |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório da Universidade de Lisboa |
| Resumo: | The present dissertation presents three essays on marketing, focused on consumer behaviour. The first essay approaches the state of the art on gambling consumer behaviour, with a special emphasis on the use of big data. Results show that most of the studies found were carried out by a small group of researchers and databases from a very restricted number of operators. Therefore, this essay found a researcher gap that is a steppingstone in this dissertation, which complements the gap found in the study of consumer behaviour, of gambling studies, including on lottery gambling. The second essay (Chapter 4 – Essay 2) had as a main objective, the identification of segments of players through their levels of involvement (high, neutral, low) and the evaluation of the preferences of product categories, through the creation and use of segmentation models. Results indicate the existence of a hierarchy in the relevance of sociodemographic variables to determine players profiles and segments. The models generated various segments of players who engage in different games. The results support the identification of different segments and the possibility of creating a more effective marketing effort in identifying segments and defining and elaborating targeting and responsible gaming strategies. The second essay (Chapter 4 – Essay 2) is the first study to use real game data from the Portuguese national lottery, which were made available exclusively for this study, and has never been analysed before, a situation similar to one of the longitudinal databases used in the third essay. The third essay (Chapter 5 – Essay 3) analyses the effect of cannibalization on the product portfolio of the Portuguese national lottery. Cannibalization is a marketing phenomenon that occurs when sales of a product decrease in volume or market share, due to the introduction of a new product on the market, launched by the same or another company. The new product absorbs the demand for the current product, reducing its sales. When considering institutions that operate in monopolistic, oligopolistic, or highly regulated markets, as is the case of state lotteries, it is expected that the gambling activity grows by the expansion of total demand. So far, very few studies have focused on the impact of the introduction of new games on pre-existing games in this specific sector. This study is the first to assess the impact of cannibalization on the Portuguese national lottery portfolio, and it is also the first to include games such as passive lotteries. The results demonstrate the existence of cannibalization between product categories and between single products. Scratchcards are the product that most cannibalizes other games. The results also demonstrate the existence of complementarity between games, both in terms of product category and individual products. The results obtained advance the knowledge in the field and on cannibalization of lottery products. |
|---|