Expectations concerning retail: a study of clothing and shoe consumers at the bottom of the social pyramid

Detalhes bibliográficos
Autor(a) principal: Antoni, Verner Luis
Data de Publicação: 2016
Outros Autores: Basso, Kenny
Tipo de documento: Artigo
Idioma: eng
por
Título da fonte: Revista Brasileira de Gestão de Negócios (Online)
Texto Completo: https://rbgn.fecap.br/RBGN/article/view/1702
Resumo: Purpose – To understand different perceptions of retail by consumersat the bottom of the social pyramid, to thus understand specific marketniches that are a part of the low income segment.Design/methodology/approach – We carried out a survey including560 cases. We also used cluster and discriminant analysis.Findings – We observed the formation of four groups of customers,which showed significant distinctions in the characteristics consideredfor choosing a store.Originality/value – The clusters represents a discriminant effort tohighlight the differences between consumers considered in the samegroup of analysis, the bottom of the pyramid. Managerially, retailmanagers can assess their retail mix, and then drive more focusedstrategies and operations.
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spelling Expectations concerning retail: a study of clothing and shoe consumers at the bottom of the social pyramidExpectativas con relación a la venta al por menor: un estudio de los consumidores de confecciones y calzados en la base de la pirámide socialExpectativas em relação ao varejo: um estudo com as consumidoras de confecções e calçados na base da pirâmide socialRetail mix. retail. consumer behavior. low income.Composto do varejo. varejo. comportamento de consumo. baixa renda.Administração / Marketing / VarejoPurpose – To understand different perceptions of retail by consumersat the bottom of the social pyramid, to thus understand specific marketniches that are a part of the low income segment.Design/methodology/approach – We carried out a survey including560 cases. We also used cluster and discriminant analysis.Findings – We observed the formation of four groups of customers,which showed significant distinctions in the characteristics consideredfor choosing a store.Originality/value – The clusters represents a discriminant effort tohighlight the differences between consumers considered in the samegroup of analysis, the bottom of the pyramid. Managerially, retailmanagers can assess their retail mix, and then drive more focusedstrategies and operations.Objetivo – Compreender as diferentes percepções do composto do varejopor consumidores da base da pirâmide, a fim de entender nichos específicosde mercado que são contemplados no segmento da baixa renda.Metodologia – Survey com 560 casos. Análise de cluster e análisediscriminante.Resultados – Observou-se a formação de quatro agrupamentos declientes, os quais apresentaram diferenças significativas nas característicasconsideradas para a escolha de um varejista.Contribuições – Os agrupamentos gerados neste estudo representamum esforço discriminante para evidenciar as diferenças que existementre consumidores até então considerados sobre a mesma égide deanálise, a alcunha de base da pirâmide. Gerencialmente, gestores dovarejo podem avaliar seu composto do varejo, para então direcionarde forma mais segmentada suas estratégias e operações.FECAP2016-10-18info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por paresapplication/pdfapplication/pdfhttps://rbgn.fecap.br/RBGN/article/view/170210.7819/rbgn.v18i62.1702Review of Business Management; Vol. 18 No. 62 (2016); 593-608RBGN Revista Brasileira de Gestão de Negócios; Vol. 18 Núm. 62 (2016); 593-608RBGN - Revista Brasileira de Gestão de Negócios; v. 18 n. 62 (2016); 593-6081983-08071806-4892reponame:Revista Brasileira de Gestão de Negócios (Online)instname:Fundação Escola de Comércio Álvares Penteado (FECAP)instacron:FECAPengporhttps://rbgn.fecap.br/RBGN/article/view/1702/pdfhttps://rbgn.fecap.br/RBGN/article/view/1702/pdf_1Copyright (c) 2016 Review of Business Managementinfo:eu-repo/semantics/openAccessAntoni, Verner LuisBasso, Kenny2021-07-21T16:24:47Zoai:ojs.emnuvens.com.br:article/1702Revistahttp://rbgn.fecap.br/RBGN/indexhttps://rbgn.fecap.br/RBGN/oai||jmauricio@fecap.br1983-08071806-4892opendoar:2021-07-21T16:24:47Revista Brasileira de Gestão de Negócios (Online) - Fundação Escola de Comércio Álvares Penteado (FECAP)false
dc.title.none.fl_str_mv Expectations concerning retail: a study of clothing and shoe consumers at the bottom of the social pyramid
Expectativas con relación a la venta al por menor: un estudio de los consumidores de confecciones y calzados en la base de la pirámide social
Expectativas em relação ao varejo: um estudo com as consumidoras de confecções e calçados na base da pirâmide social
title Expectations concerning retail: a study of clothing and shoe consumers at the bottom of the social pyramid
spellingShingle Expectations concerning retail: a study of clothing and shoe consumers at the bottom of the social pyramid
Antoni, Verner Luis
Retail mix. retail. consumer behavior. low income.
Composto do varejo. varejo. comportamento de consumo. baixa renda.
Administração / Marketing / Varejo
title_short Expectations concerning retail: a study of clothing and shoe consumers at the bottom of the social pyramid
title_full Expectations concerning retail: a study of clothing and shoe consumers at the bottom of the social pyramid
title_fullStr Expectations concerning retail: a study of clothing and shoe consumers at the bottom of the social pyramid
title_full_unstemmed Expectations concerning retail: a study of clothing and shoe consumers at the bottom of the social pyramid
title_sort Expectations concerning retail: a study of clothing and shoe consumers at the bottom of the social pyramid
author Antoni, Verner Luis
author_facet Antoni, Verner Luis
Basso, Kenny
author_role author
author2 Basso, Kenny
author2_role author
dc.contributor.author.fl_str_mv Antoni, Verner Luis
Basso, Kenny
dc.subject.por.fl_str_mv Retail mix. retail. consumer behavior. low income.
Composto do varejo. varejo. comportamento de consumo. baixa renda.
Administração / Marketing / Varejo
topic Retail mix. retail. consumer behavior. low income.
Composto do varejo. varejo. comportamento de consumo. baixa renda.
Administração / Marketing / Varejo
description Purpose – To understand different perceptions of retail by consumersat the bottom of the social pyramid, to thus understand specific marketniches that are a part of the low income segment.Design/methodology/approach – We carried out a survey including560 cases. We also used cluster and discriminant analysis.Findings – We observed the formation of four groups of customers,which showed significant distinctions in the characteristics consideredfor choosing a store.Originality/value – The clusters represents a discriminant effort tohighlight the differences between consumers considered in the samegroup of analysis, the bottom of the pyramid. Managerially, retailmanagers can assess their retail mix, and then drive more focusedstrategies and operations.
publishDate 2016
dc.date.none.fl_str_mv 2016-10-18
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/1702
10.7819/rbgn.v18i62.1702
url https://rbgn.fecap.br/RBGN/article/view/1702
identifier_str_mv 10.7819/rbgn.v18i62.1702
dc.language.iso.fl_str_mv eng
por
language eng
por
dc.relation.none.fl_str_mv https://rbgn.fecap.br/RBGN/article/view/1702/pdf
https://rbgn.fecap.br/RBGN/article/view/1702/pdf_1
dc.rights.driver.fl_str_mv Copyright (c) 2016 Review of Business Management
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Copyright (c) 2016 Review of Business Management
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 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. 18 No. 62 (2016); 593-608
RBGN Revista Brasileira de Gestão de Negócios; Vol. 18 Núm. 62 (2016); 593-608
RBGN - Revista Brasileira de Gestão de Negócios; v. 18 n. 62 (2016); 593-608
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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