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How do Portuguese consumers choose supermarkets: brand perceptions and drivers influencing store choice
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| 1.65 MB | Adobe PDF |
Orientador(es)
Resumo(s)
Self-Service Technologies (SSTs) have emerged as a strategy for retailers to improve
customer experience. This research determines Portuguese consumers’ supermarket brand
perceptions, to understand what players occupy an advantageous mental space for the
implementation 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-free store models.
Descrição
Palavras-chave
Marketing research Grocery retail Perceptual map Brands perception