Marketing multicanal como fonte de vantagem competitiva: estudo no setor de varejo de bens de consumo

Detalhes bibliográficos
Autor(a) principal: Morais, Aline Silva Autran de
Data de Publicação: 2017
Tipo de documento: Dissertação
Idioma: por
Título da fonte: Repositório Universitário da Ânima (RUNA)
Texto Completo: https://repositorio.animaeducacao.com.br/handle/ANIMA/2978
Resumo: The retail sector has substantial economic and social participation in Brazil and Santa Catarina region. It is believed that the strategy of offering customers different sales/service channels (called multichannel marketing) tends to increase customer base, sales volume, and market share. Thus, this study sought to analyze if the multichannel marketing strategy is a source of competitive advantage in the consumer goods retail sector in the Florianópolis/SC region. The study comprehends quantitative, descriptive research, in the form of cross-sectional field survey, and application of self-administered questionnaire, involving 90 retailers. The data collected were analyzed with the assistance of descriptive statistics, cluster analysis, analysis of variance (ANOVA) and multiple regression analysis. The results indicate that the practice of multichannel marketing is recent in the region; that the online channels are the most used; that the strategies most used are customer satisfaction/complaint, visual merchandising, competitive product/brand portfolio, customer loyalty/relationship, and internet/social network monitoring; that there is a statistical difference in the practice of sales promotion, alliances/partnerships, and integration into product and price policies depending on the size of the retailer; that almost all retailers believe that multichannel strategy is valuable to customers. The study also revealed the existence of 4 clusters of multichannel retailers in the region (pioneers, experienced, less experienced, and latecomers), and that the performance of retailers in sales is negatively influenced by customer management, and that performance in market share is positively influenced by the integration of channels and negatively by customer management. The study made it possible to expand the academic knowledge about the relationship between multichannel marketing strategies and competitive advantage, and to obtain empirical data on the practice of integrating channels of retailers of consumer goods.
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spelling Marketing multicanal como fonte de vantagem competitiva: estudo no setor de varejo de bens de consumoMarketing de varejoMarketing multicanalEstratégias de marketing multicanalVantagem competitivaVarejo de bens de consumoThe retail sector has substantial economic and social participation in Brazil and Santa Catarina region. It is believed that the strategy of offering customers different sales/service channels (called multichannel marketing) tends to increase customer base, sales volume, and market share. Thus, this study sought to analyze if the multichannel marketing strategy is a source of competitive advantage in the consumer goods retail sector in the Florianópolis/SC region. The study comprehends quantitative, descriptive research, in the form of cross-sectional field survey, and application of self-administered questionnaire, involving 90 retailers. The data collected were analyzed with the assistance of descriptive statistics, cluster analysis, analysis of variance (ANOVA) and multiple regression analysis. The results indicate that the practice of multichannel marketing is recent in the region; that the online channels are the most used; that the strategies most used are customer satisfaction/complaint, visual merchandising, competitive product/brand portfolio, customer loyalty/relationship, and internet/social network monitoring; that there is a statistical difference in the practice of sales promotion, alliances/partnerships, and integration into product and price policies depending on the size of the retailer; that almost all retailers believe that multichannel strategy is valuable to customers. The study also revealed the existence of 4 clusters of multichannel retailers in the region (pioneers, experienced, less experienced, and latecomers), and that the performance of retailers in sales is negatively influenced by customer management, and that performance in market share is positively influenced by the integration of channels and negatively by customer management. The study made it possible to expand the academic knowledge about the relationship between multichannel marketing strategies and competitive advantage, and to obtain empirical data on the practice of integrating channels of retailers of consumer goods.O setor de varejo tem participação econômico-social relevante no Brasil e na região da Grande Florianópolis. Acredita-se que a estratégia de oferecer aos clientes diferentes canais de vendas/atendimento (denominada de marketing multicanal) tende a possibilitar aumento na base de cliente, no volume de vendas e na participação de mercado. Com isso, este estudo buscou analisar se a estratégia de marketing multicanal é fonte de vantagem competitiva no setor de varejo de bens de consumo na região da Grande Florianópolis/SC. O estudo compreende pesquisa quantitativa, descritiva, na forma de levantamento de campo (survey), de corte transversal e aplicação de questionário autoadministrado, envolvendo 90 varejistas. Os dados coletados foram analisados com auxílio de técnicas de estatística descritiva, análise de cluster, análise de variância (ANOVA) e análise de regressão múltipla. Os resultados indicam que a prática de marketing multicanal é recente na região; que os canais on-line são os mais utilizados; que as estratégias mais utilizadas são satisfação/reclamação de clientes, visual merchandising, portfólio de produtos/marcas competitivo, relacionamento/lealdade de clientes e monitoramento da internet/redes sociais; que há diferença estatística na prática de promoção de vendas, alianças/parcerias e de integração nas políticas de produtos e preços em função do tamanho do varejista; que quase a totalidade dos varejistas acredita que a estratégia multicanal é valiosa para os clientes. O estudo revelou, também, a existência de 4 clusters de varejistas multicanal na região (pioneiros, experientes, menos experientes, e retardatários), e que o desempenho dos varejistas em vendas é influenciado negativamente pela gestão de clientes e que o desempenho em participação de mercado é influenciado positivamente pela integração de canais e negativamente pela gestão de clientes. O estudo possibilitou ampliar o conhecimento acadêmico sobre a relação entre estratégias de marketing multicanal e vantagem competitiva, e a obtenção de dados empíricos sobre a prática de integração de canais de varejistas de bens de consumo.Sarquis, Alessio BessaMorais, Aline Silva Autran de2017-06-22T21:16:15Z2020-11-26T20:43:18Z2017-06-22T21:16:15Z2020-11-26T20:43:18Z2017info:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/masterThesis170 f.application/pdfhttps://repositorio.animaeducacao.com.br/handle/ANIMA/2978Programa de Pós-Graduação em AdministraçãoFlorianópolisAttribution-NonCommercial-NoDerivs 3.0 Brazilhttp://creativecommons.org/licenses/by-nc-nd/3.0/br/info:eu-repo/semantics/openAccessporreponame:Repositório Universitário da Ânima (RUNA)instname:Ânima Educaçãoinstacron:Ânima2020-12-01T16:40:28Zoai:repositorio.animaeducacao.com.br:ANIMA/2978Repositório InstitucionalPRIhttps://repositorio.animaeducacao.com.br/oai/requestcontato@animaeducacao.com.bropendoar:2020-12-01T16:40:28Repositório Universitário da Ânima (RUNA) - Ânima Educaçãofalse
dc.title.none.fl_str_mv Marketing multicanal como fonte de vantagem competitiva: estudo no setor de varejo de bens de consumo
title Marketing multicanal como fonte de vantagem competitiva: estudo no setor de varejo de bens de consumo
spellingShingle Marketing multicanal como fonte de vantagem competitiva: estudo no setor de varejo de bens de consumo
Morais, Aline Silva Autran de
Marketing de varejo
Marketing multicanal
Estratégias de marketing multicanal
Vantagem competitiva
Varejo de bens de consumo
title_short Marketing multicanal como fonte de vantagem competitiva: estudo no setor de varejo de bens de consumo
title_full Marketing multicanal como fonte de vantagem competitiva: estudo no setor de varejo de bens de consumo
title_fullStr Marketing multicanal como fonte de vantagem competitiva: estudo no setor de varejo de bens de consumo
title_full_unstemmed Marketing multicanal como fonte de vantagem competitiva: estudo no setor de varejo de bens de consumo
title_sort Marketing multicanal como fonte de vantagem competitiva: estudo no setor de varejo de bens de consumo
author Morais, Aline Silva Autran de
author_facet Morais, Aline Silva Autran de
author_role author
dc.contributor.none.fl_str_mv Sarquis, Alessio Bessa
dc.contributor.author.fl_str_mv Morais, Aline Silva Autran de
dc.subject.por.fl_str_mv Marketing de varejo
Marketing multicanal
Estratégias de marketing multicanal
Vantagem competitiva
Varejo de bens de consumo
topic Marketing de varejo
Marketing multicanal
Estratégias de marketing multicanal
Vantagem competitiva
Varejo de bens de consumo
description The retail sector has substantial economic and social participation in Brazil and Santa Catarina region. It is believed that the strategy of offering customers different sales/service channels (called multichannel marketing) tends to increase customer base, sales volume, and market share. Thus, this study sought to analyze if the multichannel marketing strategy is a source of competitive advantage in the consumer goods retail sector in the Florianópolis/SC region. The study comprehends quantitative, descriptive research, in the form of cross-sectional field survey, and application of self-administered questionnaire, involving 90 retailers. The data collected were analyzed with the assistance of descriptive statistics, cluster analysis, analysis of variance (ANOVA) and multiple regression analysis. The results indicate that the practice of multichannel marketing is recent in the region; that the online channels are the most used; that the strategies most used are customer satisfaction/complaint, visual merchandising, competitive product/brand portfolio, customer loyalty/relationship, and internet/social network monitoring; that there is a statistical difference in the practice of sales promotion, alliances/partnerships, and integration into product and price policies depending on the size of the retailer; that almost all retailers believe that multichannel strategy is valuable to customers. The study also revealed the existence of 4 clusters of multichannel retailers in the region (pioneers, experienced, less experienced, and latecomers), and that the performance of retailers in sales is negatively influenced by customer management, and that performance in market share is positively influenced by the integration of channels and negatively by customer management. The study made it possible to expand the academic knowledge about the relationship between multichannel marketing strategies and competitive advantage, and to obtain empirical data on the practice of integrating channels of retailers of consumer goods.
publishDate 2017
dc.date.none.fl_str_mv 2017-06-22T21:16:15Z
2017-06-22T21:16:15Z
2017
2020-11-26T20:43:18Z
2020-11-26T20:43:18Z
dc.type.status.fl_str_mv info:eu-repo/semantics/publishedVersion
dc.type.driver.fl_str_mv info:eu-repo/semantics/masterThesis
format masterThesis
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://repositorio.animaeducacao.com.br/handle/ANIMA/2978
url https://repositorio.animaeducacao.com.br/handle/ANIMA/2978
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv Programa de Pós-Graduação em Administração
dc.rights.driver.fl_str_mv Attribution-NonCommercial-NoDerivs 3.0 Brazil
http://creativecommons.org/licenses/by-nc-nd/3.0/br/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv Attribution-NonCommercial-NoDerivs 3.0 Brazil
http://creativecommons.org/licenses/by-nc-nd/3.0/br/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 170 f.
application/pdf
dc.coverage.none.fl_str_mv Florianópolis
dc.source.none.fl_str_mv reponame:Repositório Universitário da Ânima (RUNA)
instname:Ânima Educação
instacron:Ânima
instname_str Ânima Educação
instacron_str Ânima
institution Ânima
reponame_str Repositório Universitário da Ânima (RUNA)
collection Repositório Universitário da Ânima (RUNA)
repository.name.fl_str_mv Repositório Universitário da Ânima (RUNA) - Ânima Educação
repository.mail.fl_str_mv contato@animaeducacao.com.br
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