Consumer Behavior and Attributes that Indicate the Preferences of Retail Formats in the Sector Personal Care, Perfume And Cosmetics
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Data de Publicação: | 2011 |
Outros Autores: | , |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | REMark - Revista Brasileira de Marketing |
Texto Completo: | https://periodicos.uninove.br/remark/article/view/12545 |
Resumo: | Facing increased competition, which intensified the process of economic liberalization in 1990, the Brazilian retail sector is undergoing a transformation process. This process is conducted on two levels. On one side is the growing concentration of income from a small proportion of the population in the country and the other is the low purchasing power of thousands of consumers, which in turn represents a significant buying potential. This scenario has been putting in check the strategies adopted by a majority of the retail section. The objective of the work was to identify which is the retail format preferred by the consumers of personal hygiene products, perfumery and cosmetics. The research was conducted under the hypothesis that the neighborhood supermarkets constitute the format of favorite retail for those consumers. A survey was conducted,, starting from a sampling no-probabilistic intentional, with 400 respondents of the So Paulo state. The results obtained through structured questionnaires show that the favorable formats are, respectively, the pharmacies and drugstores, the specialized stores and direct sale (catalog), refuting the hypothesis proposed in the study. |
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Consumer Behavior and Attributes that Indicate the Preferences of Retail Formats in the Sector Personal Care, Perfume And CosmeticsComportamento do Consumidor e os Atributos que Sinalizam as Preferências dos Formatos de Varejo no Setor de Higiene Pessoal, Perfumaria e CosméticosPurchase Process; Consumer Behavior; Retail Formats.Formatos de Varejo; Comportamento do Consumidor; Decisão de Compra.Facing increased competition, which intensified the process of economic liberalization in 1990, the Brazilian retail sector is undergoing a transformation process. This process is conducted on two levels. On one side is the growing concentration of income from a small proportion of the population in the country and the other is the low purchasing power of thousands of consumers, which in turn represents a significant buying potential. This scenario has been putting in check the strategies adopted by a majority of the retail section. The objective of the work was to identify which is the retail format preferred by the consumers of personal hygiene products, perfumery and cosmetics. The research was conducted under the hypothesis that the neighborhood supermarkets constitute the format of favorite retail for those consumers. A survey was conducted,, starting from a sampling no-probabilistic intentional, with 400 respondents of the So Paulo state. The results obtained through structured questionnaires show that the favorable formats are, respectively, the pharmacies and drugstores, the specialized stores and direct sale (catalog), refuting the hypothesis proposed in the study.Diante do aumento da competitividade, que se intensificou com o processo de abertura econmica dos anos 90, o setor varejista brasileiro vem passando por um processo de transformao conduzido de um lado, pela crescente concentrao de renda de uma pequena parcela da populao no pas e, por outro, pelo baixo poder aquisitivo de milhares de consumidores, mas que por sua vez, representa um potencial de compra significativo. Este cenrio por sua vez tem colocado em xeque as estratgias at ento adotadas por grande parte do setor varejista. Partindo dessa premissa, o objetivo do presente trabalho foi identificar quais so os formatos de varejo preferidos pelos consumidores de produtos de higiene pessoal, perfumaria e cosmticos. Partindo da hiptese de que os supermercados de bairro constituem o formato de varejo preferido por esses consumidores, realizou-se uma pesquisa do tipo servey, a partir de uma amostragem no-probabilstica intencional, com 400 respondentes do estado de So Paulo. Os resultados obtidos por meio de questionrios estruturados mostram que os principais formatos preferidos so respectivamente, as farmcias e drogarias, as lojas especializadas e venda direta (catlogo), refutando, portanto, a hiptese de investigao proposta no estudo. DOI: 10.5585/remark.v10i2.2229Universidade Nove de Julho - Uninove2011-12-06info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionAvaliado por ParesPeer-reviewed Articleapplication/pdfhttps://periodicos.uninove.br/remark/article/view/1254510.5585/remark.v10i2.2229ReMark - Revista Brasileira de Marketing; v. 10, n. 2 (2011): maio - agosto; 54-832177-5184reponame:REMark - Revista Brasileira de Marketinginstname:Universidade Nove de Julho (UNINOVE)instacron:RBMporhttps://periodicos.uninove.br/remark/article/view/12545/6099Direitos autorais 2019 Revista Brasileira de Marketing – Remarkinfo:eu-repo/semantics/openAccessTamashiro, Helenita R. da SilvaMerlo, Edgard Monforteda Silveira, José Augusto Giesbrecht2019-06-21T14:44:04Zoai:https://periodicos.uninove.br:article/12545Revistahttps://periodicos.uninove.br/remarkPRIhttps://periodicos.uninove.br/remark/oaiclaudiaraac@uol.com.br || admin@revistabrasileiramarketing.org || admin@revistabrasileiramarketing.org2177-51842177-5184opendoar:2019-06-21T14:44:04REMark - Revista Brasileira de Marketing - Universidade Nove de Julho (UNINOVE)false |
dc.title.none.fl_str_mv |
Consumer Behavior and Attributes that Indicate the Preferences of Retail Formats in the Sector Personal Care, Perfume And Cosmetics Comportamento do Consumidor e os Atributos que Sinalizam as Preferências dos Formatos de Varejo no Setor de Higiene Pessoal, Perfumaria e Cosméticos |
title |
Consumer Behavior and Attributes that Indicate the Preferences of Retail Formats in the Sector Personal Care, Perfume And Cosmetics |
spellingShingle |
Consumer Behavior and Attributes that Indicate the Preferences of Retail Formats in the Sector Personal Care, Perfume And Cosmetics Tamashiro, Helenita R. da Silva Purchase Process; Consumer Behavior; Retail Formats. Formatos de Varejo; Comportamento do Consumidor; Decisão de Compra. |
title_short |
Consumer Behavior and Attributes that Indicate the Preferences of Retail Formats in the Sector Personal Care, Perfume And Cosmetics |
title_full |
Consumer Behavior and Attributes that Indicate the Preferences of Retail Formats in the Sector Personal Care, Perfume And Cosmetics |
title_fullStr |
Consumer Behavior and Attributes that Indicate the Preferences of Retail Formats in the Sector Personal Care, Perfume And Cosmetics |
title_full_unstemmed |
Consumer Behavior and Attributes that Indicate the Preferences of Retail Formats in the Sector Personal Care, Perfume And Cosmetics |
title_sort |
Consumer Behavior and Attributes that Indicate the Preferences of Retail Formats in the Sector Personal Care, Perfume And Cosmetics |
author |
Tamashiro, Helenita R. da Silva |
author_facet |
Tamashiro, Helenita R. da Silva Merlo, Edgard Monforte da Silveira, José Augusto Giesbrecht |
author_role |
author |
author2 |
Merlo, Edgard Monforte da Silveira, José Augusto Giesbrecht |
author2_role |
author author |
dc.contributor.author.fl_str_mv |
Tamashiro, Helenita R. da Silva Merlo, Edgard Monforte da Silveira, José Augusto Giesbrecht |
dc.subject.por.fl_str_mv |
Purchase Process; Consumer Behavior; Retail Formats. Formatos de Varejo; Comportamento do Consumidor; Decisão de Compra. |
topic |
Purchase Process; Consumer Behavior; Retail Formats. Formatos de Varejo; Comportamento do Consumidor; Decisão de Compra. |
description |
Facing increased competition, which intensified the process of economic liberalization in 1990, the Brazilian retail sector is undergoing a transformation process. This process is conducted on two levels. On one side is the growing concentration of income from a small proportion of the population in the country and the other is the low purchasing power of thousands of consumers, which in turn represents a significant buying potential. This scenario has been putting in check the strategies adopted by a majority of the retail section. The objective of the work was to identify which is the retail format preferred by the consumers of personal hygiene products, perfumery and cosmetics. The research was conducted under the hypothesis that the neighborhood supermarkets constitute the format of favorite retail for those consumers. A survey was conducted,, starting from a sampling no-probabilistic intentional, with 400 respondents of the So Paulo state. The results obtained through structured questionnaires show that the favorable formats are, respectively, the pharmacies and drugstores, the specialized stores and direct sale (catalog), refuting the hypothesis proposed in the study. |
publishDate |
2011 |
dc.date.none.fl_str_mv |
2011-12-06 |
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/12545 10.5585/remark.v10i2.2229 |
url |
https://periodicos.uninove.br/remark/article/view/12545 |
identifier_str_mv |
10.5585/remark.v10i2.2229 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
https://periodicos.uninove.br/remark/article/view/12545/6099 |
dc.rights.driver.fl_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark info:eu-repo/semantics/openAccess |
rights_invalid_str_mv |
Direitos autorais 2019 Revista Brasileira de Marketing – Remark |
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. 10, n. 2 (2011): maio - agosto; 54-83 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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1799138639964274688 |