Analytical guidance or intuition? What guides management decisions on the most important customer value attributes in the supermarket retail?
Autor(a) principal: | |
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Data de Publicação: | 2021 |
Outros Autores: | , , |
Tipo de documento: | Artigo |
Idioma: | eng |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/16106 |
Resumo: | Objective: To identify and discuss the possible use of analytical orientation in management decision-making about the most relevant value attributes for supermarket retail customers. Additionally, to identify the most important value attributes for these customers.Method: developed in two phases. In the quantitative, a survey was applied with 480 respondents, analyzing variables means and chi-square test. In the qualitative, a single case study was conducted, using semi-structured interviews and content analysis.Originality/Relevance: the literature on consumer value fills part of the gap about a specific context and presents a ranking of value attributes from the perspective of the supermarket. Related to analytical orientation (AO), it improves our understanding of how AO supports supermarket managers’ decisions. Taking into account the difficulty in understanding decision-making, that occurs inside the manager's mind, that this is an important contribution.Results: price, quality, variety, and proximity are the most important attributes for supermarket consumers. Moreover, the decisions that employ the highest volume of analytical resources are those linked to the most important attributes: price and quality. On the other hand, the individual’s experience guides, entirely, the decision on the variety that is seen as a fundamental aspect given the importance of aligning the consumer needs and the management choices.Methodological contributions: The method used to create the ranking was not found in the literature. We believe that this is a methodological contribution to other research in marketing. |
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Analytical guidance or intuition? What guides management decisions on the most important customer value attributes in the supermarket retail?Orientação analítica ou intuição? O que guia as decisões gerenciais sobre os atributos de valor mais importantes para o cliente no varejo supermercadista?Analytical orientation; Value Proposition; Ranking; SupermarketOrientação Analítica; Proposição de Valor para o cliente; Ranking; SupermercadoObjective: To identify and discuss the possible use of analytical orientation in management decision-making about the most relevant value attributes for supermarket retail customers. Additionally, to identify the most important value attributes for these customers.Method: developed in two phases. In the quantitative, a survey was applied with 480 respondents, analyzing variables means and chi-square test. In the qualitative, a single case study was conducted, using semi-structured interviews and content analysis.Originality/Relevance: the literature on consumer value fills part of the gap about a specific context and presents a ranking of value attributes from the perspective of the supermarket. Related to analytical orientation (AO), it improves our understanding of how AO supports supermarket managers’ decisions. Taking into account the difficulty in understanding decision-making, that occurs inside the manager's mind, that this is an important contribution.Results: price, quality, variety, and proximity are the most important attributes for supermarket consumers. Moreover, the decisions that employ the highest volume of analytical resources are those linked to the most important attributes: price and quality. On the other hand, the individual’s experience guides, entirely, the decision on the variety that is seen as a fundamental aspect given the importance of aligning the consumer needs and the management choices.Methodological contributions: The method used to create the ranking was not found in the literature. We believe that this is a methodological contribution to other research in marketing.Objetivo: compreender como a orientação analítica influencia as decisões gerenciais, considerando os atributos de valor mais relevantes para os clientes do varejo supermercadista. Adicionalmente, identificar os atributos de valor mais importantes para aqueles clientes.Método: desenvolvido em duas fases. Na quantitativa, aplicou-se questionário fechado com 480 respondentes, com análise de média e teste qui-quadrado. Na qualitativa, foi realizado estudo de caso único, com entrevista semiestruturada e análise de conteúdo.Originalidade/Relevância: do ponto de vista do estudo do valor, preenche parte da lacuna de pesquisas conduzidas em contexto específico e apresenta um ranking dos atributos de valor na perspectiva do cliente supermercadista. Em relação à orientação analítica, melhora a compreensão de como esta suporta as decisões dos gestores de supermercados. Considerando a dificuldade para entender a tomada de decisão, dado que ocorre dentro da mente do gestor, entende-se que esta á uma contribuição relevante.Resultados: preço, qualidade, variedade e proximidade são os atributos mais importantes para os clientes de supermercados. Ademais, as decisões que empregam o maior volume de recurso analítico são aquelas ligadas aos atributos mais importantes: preço e qualidade. Por outro lado, a experiência guia inteiramente a decisão sobre variedade, visto como um aspecto do negócio no qual o alinhamento com os anseios dos clientes é fundamental.Contribuições metodológicas: Não foi encontrado na literatura investigada, o método utilizado para a criação do ranking. Acredita-se que este método é uma contribuição para outras pesquisas.Universidade Nove de Julho - UninoveCAPESDias, Franciely Moraisde Oliveira, Marcos Paulo ValadaresFilho, Hélio ZanquettoRodrigues, Alexandre Loureiros2021-06-14info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1610610.5585/remark.v20i2.16106ReMark - Revista Brasileira de Marketing; v. 20, n. 2 (2021): (abr./jun.); 385-4142177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMenghttps://periodicos.uninove.br/remark/article/view/16106/9035Direitos autorais 2021 Revista Brasileira de Marketinghttps://creativecommons.org/licenses/by-nc-sa/4.0info:eu-repo/semantics/openAccess2021-06-14T13:22:58Zoai:https://periodicos.uninove.br:article/16106Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2021-06-14T13:22:58REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Analytical guidance or intuition? What guides management decisions on the most important customer value attributes in the supermarket retail? Orientação analítica ou intuição? O que guia as decisões gerenciais sobre os atributos de valor mais importantes para o cliente no varejo supermercadista? |
title |
Analytical guidance or intuition? What guides management decisions on the most important customer value attributes in the supermarket retail? |
spellingShingle |
Analytical guidance or intuition? What guides management decisions on the most important customer value attributes in the supermarket retail? Dias, Franciely Morais Analytical orientation; Value Proposition; Ranking; Supermarket Orientação Analítica; Proposição de Valor para o cliente; Ranking; Supermercado |
title_short |
Analytical guidance or intuition? What guides management decisions on the most important customer value attributes in the supermarket retail? |
title_full |
Analytical guidance or intuition? What guides management decisions on the most important customer value attributes in the supermarket retail? |
title_fullStr |
Analytical guidance or intuition? What guides management decisions on the most important customer value attributes in the supermarket retail? |
title_full_unstemmed |
Analytical guidance or intuition? What guides management decisions on the most important customer value attributes in the supermarket retail? |
title_sort |
Analytical guidance or intuition? What guides management decisions on the most important customer value attributes in the supermarket retail? |
author |
Dias, Franciely Morais |
author_facet |
Dias, Franciely Morais de Oliveira, Marcos Paulo Valadares Filho, Hélio Zanquetto Rodrigues, Alexandre Loureiros |
author_role |
author |
author2 |
de Oliveira, Marcos Paulo Valadares Filho, Hélio Zanquetto Rodrigues, Alexandre Loureiros |
author2_role |
author author author |
dc.contributor.none.fl_str_mv |
CAPES |
dc.contributor.author.fl_str_mv |
Dias, Franciely Morais de Oliveira, Marcos Paulo Valadares Filho, Hélio Zanquetto Rodrigues, Alexandre Loureiros |
dc.subject.por.fl_str_mv |
Analytical orientation; Value Proposition; Ranking; Supermarket Orientação Analítica; Proposição de Valor para o cliente; Ranking; Supermercado |
topic |
Analytical orientation; Value Proposition; Ranking; Supermarket Orientação Analítica; Proposição de Valor para o cliente; Ranking; Supermercado |
description |
Objective: To identify and discuss the possible use of analytical orientation in management decision-making about the most relevant value attributes for supermarket retail customers. Additionally, to identify the most important value attributes for these customers.Method: developed in two phases. In the quantitative, a survey was applied with 480 respondents, analyzing variables means and chi-square test. In the qualitative, a single case study was conducted, using semi-structured interviews and content analysis.Originality/Relevance: the literature on consumer value fills part of the gap about a specific context and presents a ranking of value attributes from the perspective of the supermarket. Related to analytical orientation (AO), it improves our understanding of how AO supports supermarket managers’ decisions. Taking into account the difficulty in understanding decision-making, that occurs inside the manager's mind, that this is an important contribution.Results: price, quality, variety, and proximity are the most important attributes for supermarket consumers. Moreover, the decisions that employ the highest volume of analytical resources are those linked to the most important attributes: price and quality. On the other hand, the individual’s experience guides, entirely, the decision on the variety that is seen as a fundamental aspect given the importance of aligning the consumer needs and the management choices.Methodological contributions: The method used to create the ranking was not found in the literature. We believe that this is a methodological contribution to other research in marketing. |
publishDate |
2021 |
dc.date.none.fl_str_mv |
2021-06-14 |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion Avaliado por Pares Peer-reviewed Article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/16106 10.5585/remark.v20i2.16106 |
url |
https://periodicos.uninove.br/remark/article/view/16106 |
identifier_str_mv |
10.5585/remark.v20i2.16106 |
dc.language.iso.fl_str_mv |
eng |
language |
eng |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/16106/9035 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2021 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2021 Revista Brasileira de Marketing https://creativecommons.org/licenses/by-nc-sa/4.0 |
eu_rights_str_mv |
openAccess |
dc.format.none.fl_str_mv |
application/pdf |
dc.publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
publisher.none.fl_str_mv |
Universidade Nove de Julho - Uninove |
dc.source.none.fl_str_mv |
ReMark - Revista Brasileira de Marketing; v. 20, n. 2 (2021): (abr./jun.); 385-414 2177-5184 reponame:REMark - Revista Brasileira de Marketing instname:Universidade Nove de Julho (UNINOVE) instacron:RBM |
instname_str |
Universidade Nove de Julho (UNINOVE) |
instacron_str |
RBM |
institution |
RBM |
reponame_str |
REMark - Revista Brasileira de Marketing |
collection |
REMark - Revista Brasileira de Marketing |
repository.name.fl_str_mv |
REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE) |
repository.mail.fl_str_mv |
claudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org |
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1799138642982076416 |