Atributos explicativos da intenção de recompra em supermercados

• Ano de defesa: 2004
• Autor(a) principal: Jose Marcos Carvalho de Mesquita
• Tipo de documento: Tese
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Federal de Minas Gerais; UFMG
• Palavras-chave em Português: Administração; Consumidores; Marketing
• Link de acesso: http://hdl.handle.net/1843/BUBD-9AKT5S

From the substantiation that the competitive environment of several retail segments have toughened daily, the present work aimed at suggesting a specific consumer behavior model for repetitive purchases a model that could appraise which attributes are valued by consumers when opting for a retail establishment in which indeed make their purchases. The pertinent literature presents considerable evolution along the years. Beginning with the classic models of economic theory, which expected consumers to have a rational behavior, therefore substantiating their choices on the maximization of a limited monetary income. Presupposing that the products were identical, the firm didn't have conditions of establishing prices, determined by free interaction among market forces - supply/demand. Later, the classic models were criticized in the ambit of economic theory. There was a surge of models thatenhanced the differentiation of products and, consequently created conditions for the firm to set prices based on the degree of differentiation offered. Given that possibility, the consumer's choice wouldnt be purely based on the rational criteria of maximization of the monetaryincome; he/she would then consider aspects related to the characteristic of the product. Therefore, the way the consumer would value distinct aspects of the product would take him/her to choose one or another - hence appearing the products classification models of themarketing theory. Ever since the Worlds economic conditions were in a situation where the offer of products overcame the average demand, the firms started to address their concerns to matters related to sales. The models of the consumer's behavior attempted to describe how theindividual's purchase decision is processed - from the moment he/she identifies the need to acquire a good or a service to the after-purchase - when the buyer evaluates the acquisition. In that context, as many aspects continue to deserve deeper investigation, the present work triedto suggest a model that contemplated the consumer's decision-making - related to the selection of a retail establishment and not anymore to a specific product. The proposed model pled that the purchase process would follow the following stages: getting the stimuli, creatingthe predisposition, executing the search, developing the attitude, creating the motivation, accomplishing the purchase, consumption/expenditure, and evaluation. This work attempted to empirically test which would be the decisive attributes of the attitude, and which would bethe relationship between the offer of the attributes and the level of consumer's satisfaction reflected in the intention of repeating the purchase. Besides, from the supposition that the serious dissimilarity of income distribution in Brazil strongly influences the purchase behavior, the present work made an effort to test the model in 3 different strips of income: high, average and low income. Regarding price, this work aimed at testing if there would also be meaningful statistical differences among the averages of the researched establishments, divided in function of the average income of the area in which they are located. The supermarket sector was chosen for the empiric research, based on its relevance in theBrazilian economy, and also based on its importance to the commercial activity. The chosen area corresponds to the metropolitan district of Belo Horizonte/MG/Brazil. The methodology used for empiric verification of the suggested model was based on statistics multivariate techniques, specifically exploratory factorial analysis, regression analysis and multiple variance analysis. The results of the variance analysis indicate the non-existence of significant differences among the prices of supermarkets situated in distinct income strips in what concerns prices of personal hygiene and cleaning products. However, in relation to foodproducts, it was verified that the supermarkets of the area 1 - high income, practiced superior prices to the ones situated in the areas 2 and 3. In relation to the attributes valued by consumers - tested through factorial analysis four dimensions were identified: the comfortpresented by the services offered; the easiness to purchase; the physical attributes of the store; and attendance readiness - represented for about 20 indicators. However, the indicators that integrate each construct are differentiated in terms of strip of income; in other words, althoughconsumers possess similar aspirations, independently of their strip of income, each group values different attributes. Concerning the intention of repeating the purchase, the results indicate positive relationship with all the constructs; however the clarification capability of the regression models is low, except for group 3 - low income. This result suggests that low income consumers tend to be more loyal, but it doesnt identify the reason of the higher loyalty, if it can be justified by the level of satisfaction with the establishment or if it due to lesser purchase options.