Factors that influence the strategic communication model and its impact on consumer behavior: MAGUSEVA case study

Abstract

Introduction: MAGUSEVA is a company recognized for the production and manufacturing of bus seats and other hard plastic products, used in various environments. Despite its growth and market positioning thanks to the quality of its products, it faces the challenge of standing out in a competitive environment. Therefore, there is a need to improve its advertising and promotional strategies to increase its production and sales. Objectives: The research aims to strengthen the design of advertising campaigns to consolidate the relationship with current customers and attract new ones, which in turn could result in an increase in production and sales. Methodology: A quantitative methodology under a critical propositional paradigm was employed. The main technique used was the survey, using a questionnaire as an instrument to validate the data obtained. Results: The collected data indicates a significant preference (77%) for discounts on purchases, while 23% of respondents value the receipt of gift products. These preferences provide valuable guidance on how the company's future promotional and advertising campaigns should be structured. Conclusions: MAGUSEVA maintains a solid market share (over 70%), which provides stability and potential for expansion through the opening of new branches. Promotional strategies focused on discounts could be an effective way to retain and attract customers, thus satisfying consumer preferences and contributing to the continued growth of the company.