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Functional versus hedonic values: what drives consumer activity toward supermarket stores in Portugal
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Resumo(s)
Self-Service Technologies (SSTs) have emerged as a strategy for retailers to improve cus tomer experience. This research determines Portuguese consumers’ supermarket brand per ceptions, to understand what players occupy an advantageous mental space for the imple mentation of these technologies: Perceptual Mapping. Findings reveal that the relationship
between consumers and supermarkets is predominantly transactional, therefore perceptions
of individual hedonic values are incomputable. Moreover, a Conjoint Analysis was employed to analyze preferences in checkout methods. While consumers under 45 are very
interested in checkout-free technology, they exhibit a low willingness to pay for these technologies. Current market players can improve their checkout-f
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Palavras-chave
Marketing research Brand perceptions Theory of consumption values Consumer psychology Grocery retail.