Marketing Strategies: own brands as a competitive differential in the supermarket market

Detalhes bibliográficos
Autor(a) principal: Souza, Tereza de
Data de Publicação: 2009
Outros Autores: Queiroz, Tatiana Silva de, Campos, Domingos Fernandes, Vieira, Ricardo Sergio Gomes
Tipo de documento: Artigo
Idioma: por
eng
spa
Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
Texto Completo: https://rbgn.fecap.br/RBGN/article/view/91
Resumo: The objective of this work is to study marketing strategies and customer’s perception in relation to the own-brand offered by the supermarket sector. The research had an exploratory and descriptive feature. In the exploratory phase the managers of three great networks of supermarkets were interviewed; in the descriptive phase 240 customers were interviewed by using a structured gathering tool, originally compounded by closed questions, directed to the apprehension of data about their behavior according to the purchases of own-brand products. By using the Chi-square method, it was statistically verified a dependence between the marketing strategies used in supermarkets and the socio-economical and individual profile of the clients. The research results have identified a framework of customer perceptions regarding the frequency and reasons for purchase, differences in price and quality for brand leaders, and other variables to determine the definition of a successful marketing strategy.Key words: Retail. Own- brand. Consumer's behavior.
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spelling Marketing Strategies: own brands as a competitive differential in the supermarket marketEstrategias de Marketing: marcas propias como diferenciador competitivo en el sector de supermercadosEstratégias de Marketing: marcas próprias como um diferencial competitivo no setor de supermercadoRetail. Own- brand. Consumer's behavior.Venta al por menor. Marcas propias. Comportamiento del consumidor.Estratégias de varejomarketingmarcas próprias e comportamento do consumidor.The objective of this work is to study marketing strategies and customer’s perception in relation to the own-brand offered by the supermarket sector. The research had an exploratory and descriptive feature. In the exploratory phase the managers of three great networks of supermarkets were interviewed; in the descriptive phase 240 customers were interviewed by using a structured gathering tool, originally compounded by closed questions, directed to the apprehension of data about their behavior according to the purchases of own-brand products. By using the Chi-square method, it was statistically verified a dependence between the marketing strategies used in supermarkets and the socio-economical and individual profile of the clients. The research results have identified a framework of customer perceptions regarding the frequency and reasons for purchase, differences in price and quality for brand leaders, and other variables to determine the definition of a successful marketing strategy.Key words: Retail. Own- brand. Consumer's behavior.Este artículo tiene por finalidad analizar las estrategias de marketing y la opinión de los clientes con relación a las marcas propias ofrecidas por el sector de supermercados. Se realizó una investigación de carácter exploratorio y descriptivo. En la fase exploratoria, se entrevistaron los gerentes de marketing de tres grandes cadenas de supermercados; en la fase descriptiva, se encuestaron 240 clientes mediante un método de recolección de datos estructurado, compuesto principalmente por preguntas cerradas con el propósito de reunir datos sobre su comportamiento en las compras de productos de marca.   Por medio del método Qui-cuadrado, se comprobó la existencia de dependencia entre las estrategias de marketing utilizadas y el perfil individual y socioeconómico de los clientes. Los resultados de la investigación permitieron identificar un cuadro de opiniones del cliente con respecto a la frecuencia y motivación para la compra, diferencias de precio y calidad con relación a las marcas líderes además de otras variables determinantes para definir una estrategia de mercadotecnia exitosa.Palabras clave: Venta al por menor. Marcas propias. Comportamiento del consumidor.Este artigo tem como objetivo estudar as estratégias de marketing e a percepção dos clientes em relação às marcas próprias oferecidas pelo setor supermercadista. A pesquisa teve um caráter exploratório e descritivo. Na fase exploratória, foram entrevistados os gerentes de marketing de três grandes redes de supermercados; na fase descritiva, 240 clientes foram questionados por meio de um instrumento de coleta estruturado, composto primordialmente de perguntas fechadas, voltado à apreensão de dados sobre o comportamento em relação às compras de produtos de marcas próprias. Por meio do método Qui-quadrado, verificou-se a existência de dependência entre as estratégias de marketing usadas e o perfil individual e socioeconômico dos clientes. Os resultados da pesquisa permitiram identificar um quadro das percepções do cliente em relação à frequência e motivações para compra, diferenciações de preço e qualidade em relação às marcas líderes, além de outras variáveis determinantes para a definição de uma estratégia mercadológica exitosa.Palavras-chave: Varejo. Marcas próprias. Comportamento do consumidor.FECAP2009-03-27info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfapplication/pdfapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/9110.7819/rbgn.v11i30.91Review of Business Management; Vol. 11 No. 30 (2009); 19-37RBGN Revista Brasileira de Gestão de Negócios; Vol. 11 Núm. 30 (2009); 19-37RBGN - Revista Brasileira de Gestão de Negócios; v. 11 n. 30 (2009); 19-371983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPporengspahttps://rbgn.fecap.br/RBGN/article/view/91/442https://rbgn.fecap.br/RBGN/article/view/91/443https://rbgn.fecap.br/RBGN/article/view/91/444Copyright (c) 2014 Review of Business Managementinfo:eu-repo/semantics/openAccessSouza, Tereza deQueiroz, Tatiana Silva deCampos, Domingos FernandesVieira, Ricardo Sergio Gomes2009-03-27T18:37:15Zoai:ojs.emnuvens.com.br:article/91Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2009-03-27T18:37:15Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false
dc.title.none.fl_str_mv Marketing Strategies: own brands as a competitive differential in the supermarket market
Estrategias de Marketing: marcas propias como diferenciador competitivo en el sector de supermercados
Estratégias de Marketing: marcas próprias como um diferencial competitivo no setor de supermercado
title Marketing Strategies: own brands as a competitive differential in the supermarket market
spellingShingle Marketing Strategies: own brands as a competitive differential in the supermarket market
Souza, Tereza de
Retail. Own- brand. Consumer's behavior.
Venta al por menor. Marcas propias. Comportamiento del consumidor.
Estratégias de varejo
marketing
marcas próprias e comportamento do consumidor.
title_short Marketing Strategies: own brands as a competitive differential in the supermarket market
title_full Marketing Strategies: own brands as a competitive differential in the supermarket market
title_fullStr Marketing Strategies: own brands as a competitive differential in the supermarket market
title_full_unstemmed Marketing Strategies: own brands as a competitive differential in the supermarket market
title_sort Marketing Strategies: own brands as a competitive differential in the supermarket market
author Souza, Tereza de
author_facet Souza, Tereza de
Queiroz, Tatiana Silva de
Campos, Domingos Fernandes
Vieira, Ricardo Sergio Gomes
author_role author
author2 Queiroz, Tatiana Silva de
Campos, Domingos Fernandes
Vieira, Ricardo Sergio Gomes
author2_role author
author
author
dc.contributor.author.fl_str_mv Souza, Tereza de
Queiroz, Tatiana Silva de
Campos, Domingos Fernandes
Vieira, Ricardo Sergio Gomes
dc.subject.por.fl_str_mv Retail. Own- brand. Consumer's behavior.
Venta al por menor. Marcas propias. Comportamiento del consumidor.
Estratégias de varejo
marketing
marcas próprias e comportamento do consumidor.
topic Retail. Own- brand. Consumer's behavior.
Venta al por menor. Marcas propias. Comportamiento del consumidor.
Estratégias de varejo
marketing
marcas próprias e comportamento do consumidor.
description The objective of this work is to study marketing strategies and customer’s perception in relation to the own-brand offered by the supermarket sector. The research had an exploratory and descriptive feature. In the exploratory phase the managers of three great networks of supermarkets were interviewed; in the descriptive phase 240 customers were interviewed by using a structured gathering tool, originally compounded by closed questions, directed to the apprehension of data about their behavior according to the purchases of own-brand products. By using the Chi-square method, it was statistically verified a dependence between the marketing strategies used in supermarkets and the socio-economical and individual profile of the clients. The research results have identified a framework of customer perceptions regarding the frequency and reasons for purchase, differences in price and quality for brand leaders, and other variables to determine the definition of a successful marketing strategy.Key words: Retail. Own- brand. Consumer's behavior.
publishDate 2009
dc.date.none.fl_str_mv 2009-03-27
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Avaliado por pares
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://rbgn.fecap.br/RBGN/article/view/91
10.7819/rbgn.v11i30.91
url https://rbgn.fecap.br/RBGN/article/view/91
identifier_str_mv 10.7819/rbgn.v11i30.91
dc.language.iso.fl_str_mv por
eng
spa
language por
eng
spa
dc.relation.none.fl_str_mv https://rbgn.fecap.br/RBGN/article/view/91/442
https://rbgn.fecap.br/RBGN/article/view/91/443
https://rbgn.fecap.br/RBGN/article/view/91/444
dc.rights.driver.fl_str_mv Copyright (c) 2014 Review of Business Management
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2014 Review of Business Management
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
application/pdf
application/pdf
dc.publisher.none.fl_str_mv FECAP
publisher.none.fl_str_mv FECAP
dc.source.none.fl_str_mv Review of Business Management; Vol. 11 No. 30 (2009); 19-37
RBGN Revista Brasileira de Gestão de Negócios; Vol. 11 Núm. 30 (2009); 19-37
RBGN - Revista Brasileira de Gestão de Negócios; v. 11 n. 30 (2009); 19-37
1983-0807
1806-4892
reponame:Revista Brasileira de Gestão de Negócios (Online)
instname:Fundação Escola de Comércio Álvares Penteado (FECAP)
instacron:FECAP
instname_str Fundação Escola de Comércio Álvares Penteado (FECAP)
instacron_str FECAP
institution FECAP
reponame_str Revista Brasileira de Gestão de Negócios (Online)
collection Revista Brasileira de Gestão de Negócios (Online)
repository.name.fl_str_mv Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)
repository.mail.fl_str_mv ||jmauricio@fecap.br
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