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Perception and preferences of the Portuguese consumers regarding supermarket brands and checkout methods: the presentation of the sample characteristics and the outcome of the conjoint analysis
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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 em ployed 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 tech nologies. Current market players can improve their checkout-free store models.
Descrição
Palavras-chave
Marketing research Sst Checkout methods Checkout free technology Mystery shopping Perceptual mapping Brand perceptions Conjoint analysis