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A FORMAÇÃO DO VALOR PERCEBIDO PELOS CLIENTES DE SUPERMERCADO: UM ESTUDO EXPLORATÓRIO
13/12/2001 - 11:00
 

Abstract: This study focus the supermarket valuation alternatives used by consumers, observing constructs perceived value (PV), perceived quality (PQ) and perceived sacrifice (PS). The review of several empiric previous studies, realized in USA and Brazil, has contributed for an exploratory/qualitative research among 25 A, B, C and D social class housewife, responsible for their families supermarket shopping. The quality and value perception is based in ten quality attributes and five sacrifice attributes. Meats and fruits/legumes/vegetables quality are the two more important PQ characteristics to PV determining in supermarket retail shop. Proxies were identificated for showing PV, PQ and PS meaning, and here are suggestions for future researches.

Key-words: Perceived Value, Supermarket, Consumer Behavior

 
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