Serviços logísticos como diferencial competitivo: o caso da água mineral

• Ano de defesa: 2007
• Autor(a) principal: Vontobel, Otto
• Orientador(a): Hansen, Peter Bent
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Pontifícia Universidade Católica do Rio Grande do Sul; Porto Alegre
• Palavras-chave em Português: ADMINISTRAÇÃO; LOGÍSTICA (ADMINISTRAÇÃO); SERVIÇOS AO CLIENTE; DISTRIBUIÇÃO - ADMINISTRAÇÃO
• Link de acesso: http://hdl.handle.net/10923/1178

This dissertation presents a study on the residential consumption of mineral water in 20 liters (5 gallon) returnable bottles’ market, in Porto Alegre city, focusing in the water delivery system and the logistical services associated to it. This type of packing have been increasing it’s participation that already represents 50% of the increasing volume of the commercialized mineral water in Brazil. The population growth in metropolitan areas makes the water treatment a more difficult process. Searching for drinking water, mineral bottled water become an alternative, due to it’s central benefit being the same, although the delivery system are very different. The commercialization of mineral water depends on it’s displacement, from the extraction – springs – until the customers, in proper package that enable transport, sales and handling to make it feasible for consumption, different than public water, distributed through pipes. The objective of this study is to analyze the logistical services characteristics that affect customer’s purchase decision. The study contemplates an initial qualitative research to comprehend the key logistical services involved in the commercialization of the studied market. Afterwards, a quantitative research was realized to characterize the different consumption groups and their habits, as well as identify and prioritize attributes required by the customers in the logistical services described. As result it was identified that product’s accessibility, quick delivery, trust on the supplier, simplicity on the service deliverance, cleanliness and hygiene in the product and on the service are the most relevant logistical services. Those characteristics together with price competitiveness are the factors that influence most the purchasing decision of mineral water in 20 liters (5 gallon).