Shopper Centric Category Management in Convenience Stores: a Qualitative Study
Autor(a) principal: | |
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Data de Publicação: | 2016 |
Outros Autores: | |
Tipo de documento: | Artigo |
Idioma: | por |
Título da fonte: | Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
Texto Completo: | http://hdl.handle.net/10174/20005 https://doi.org/http://dx.doi.org/10.15405/epsbs.2016.11.02.30 https://doi.org/dx.doi.org/10.15405/epsbs.2016.11.02.30 |
Resumo: | The literature shows that category management is an important concept and tool for retailers and suppliers, but that there is a trend to move to a more shopper-centric category management approach, linked to the shoppermarketing approach. However, the knowledge on this issue is scarce on some retailing sectors, like convenience stores. The present study is focused on convenience stores, with the main purpose of finding out to what extent non-major food retailers successfully adopt a shopper-centric category management. The study is relevant in order to evaluate if a more shopper-centric approach is adequate to smaller companies/stores. To accomplish that goal, an exploratory qualitative study was conducted among convenience store retailers and suppliers. Six semistructured face-to-face interviews were conducted with Commercial Directors and Trade Marketing Managers. This data was complemented with thirteen interviews with shopper marketing experts. The data was analyzed using thematic content analysis technique, identifying themes, categories, subcategories, units of meaning and relations. The results revealed that convenience store retailers use some of the principles and techniques of the shopper-marketing and shopper-centric category management approaches, which they do in a non-standardized and non-formal approach or process. Their suppliers (the manufacturers) do it in a more formal and structured manner, probably as a result of previous interaction with major supermarkets chains. Both direct and indirect evidences of a shopper-centric approach were found, which, however, were slight, discrete and not formal. |
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Shopper Centric Category Management in Convenience Stores: a Qualitative StudyCategory managementShopperPoint-of-purchaseShopper marketingRetailingThe literature shows that category management is an important concept and tool for retailers and suppliers, but that there is a trend to move to a more shopper-centric category management approach, linked to the shoppermarketing approach. However, the knowledge on this issue is scarce on some retailing sectors, like convenience stores. The present study is focused on convenience stores, with the main purpose of finding out to what extent non-major food retailers successfully adopt a shopper-centric category management. The study is relevant in order to evaluate if a more shopper-centric approach is adequate to smaller companies/stores. To accomplish that goal, an exploratory qualitative study was conducted among convenience store retailers and suppliers. Six semistructured face-to-face interviews were conducted with Commercial Directors and Trade Marketing Managers. This data was complemented with thirteen interviews with shopper marketing experts. The data was analyzed using thematic content analysis technique, identifying themes, categories, subcategories, units of meaning and relations. The results revealed that convenience store retailers use some of the principles and techniques of the shopper-marketing and shopper-centric category management approaches, which they do in a non-standardized and non-formal approach or process. Their suppliers (the manufacturers) do it in a more formal and structured manner, probably as a result of previous interaction with major supermarkets chains. Both direct and indirect evidences of a shopper-centric approach were found, which, however, were slight, discrete and not formal.2017-01-24T15:02:48Z2017-01-242016-11-01T00:00:00Zinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/articlehttp://hdl.handle.net/10174/20005https://doi.org/http://dx.doi.org/10.15405/epsbs.2016.11.02.30http://hdl.handle.net/10174/20005https://doi.org/dx.doi.org/10.15405/epsbs.2016.11.02.30porSilveira, P. D.; Marreiros, C. G. (2016) "Shopper Centric Category Management in Convenience Stores: a Qualitative Study". The European Proceedings of Social & Behavioural Sciences EpSBS Volume XVII, Pages 1- 471 (30 November). Edited by: Roslind X. Thambusamy, Melis Y. Minas, Zafer Bekirogullari. e-ISSN: 2357-1330paulo.silveira@esce.ips.ptcristina@uevora.ptSilveira, Paulo DuarteMarreiros, Cristina Galambainfo:eu-repo/semantics/openAccessreponame:Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)instname:Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãoinstacron:RCAAP2024-01-03T19:09:41Zoai:dspace.uevora.pt:10174/20005Portal AgregadorONGhttps://www.rcaap.pt/oai/openaireopendoar:71602024-03-20T01:11:35.836807Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informaçãofalse |
dc.title.none.fl_str_mv |
Shopper Centric Category Management in Convenience Stores: a Qualitative Study |
title |
Shopper Centric Category Management in Convenience Stores: a Qualitative Study |
spellingShingle |
Shopper Centric Category Management in Convenience Stores: a Qualitative Study Silveira, Paulo Duarte Category management Shopper Point-of-purchase Shopper marketing Retailing |
title_short |
Shopper Centric Category Management in Convenience Stores: a Qualitative Study |
title_full |
Shopper Centric Category Management in Convenience Stores: a Qualitative Study |
title_fullStr |
Shopper Centric Category Management in Convenience Stores: a Qualitative Study |
title_full_unstemmed |
Shopper Centric Category Management in Convenience Stores: a Qualitative Study |
title_sort |
Shopper Centric Category Management in Convenience Stores: a Qualitative Study |
author |
Silveira, Paulo Duarte |
author_facet |
Silveira, Paulo Duarte Marreiros, Cristina Galamba |
author_role |
author |
author2 |
Marreiros, Cristina Galamba |
author2_role |
author |
dc.contributor.author.fl_str_mv |
Silveira, Paulo Duarte Marreiros, Cristina Galamba |
dc.subject.por.fl_str_mv |
Category management Shopper Point-of-purchase Shopper marketing Retailing |
topic |
Category management Shopper Point-of-purchase Shopper marketing Retailing |
description |
The literature shows that category management is an important concept and tool for retailers and suppliers, but that there is a trend to move to a more shopper-centric category management approach, linked to the shoppermarketing approach. However, the knowledge on this issue is scarce on some retailing sectors, like convenience stores. The present study is focused on convenience stores, with the main purpose of finding out to what extent non-major food retailers successfully adopt a shopper-centric category management. The study is relevant in order to evaluate if a more shopper-centric approach is adequate to smaller companies/stores. To accomplish that goal, an exploratory qualitative study was conducted among convenience store retailers and suppliers. Six semistructured face-to-face interviews were conducted with Commercial Directors and Trade Marketing Managers. This data was complemented with thirteen interviews with shopper marketing experts. The data was analyzed using thematic content analysis technique, identifying themes, categories, subcategories, units of meaning and relations. The results revealed that convenience store retailers use some of the principles and techniques of the shopper-marketing and shopper-centric category management approaches, which they do in a non-standardized and non-formal approach or process. Their suppliers (the manufacturers) do it in a more formal and structured manner, probably as a result of previous interaction with major supermarkets chains. Both direct and indirect evidences of a shopper-centric approach were found, which, however, were slight, discrete and not formal. |
publishDate |
2016 |
dc.date.none.fl_str_mv |
2016-11-01T00:00:00Z 2017-01-24T15:02:48Z 2017-01-24 |
dc.type.status.fl_str_mv |
info:eu-repo/semantics/publishedVersion |
dc.type.driver.fl_str_mv |
info:eu-repo/semantics/article |
format |
article |
status_str |
publishedVersion |
dc.identifier.uri.fl_str_mv |
http://hdl.handle.net/10174/20005 https://doi.org/http://dx.doi.org/10.15405/epsbs.2016.11.02.30 http://hdl.handle.net/10174/20005 https://doi.org/dx.doi.org/10.15405/epsbs.2016.11.02.30 |
url |
http://hdl.handle.net/10174/20005 https://doi.org/http://dx.doi.org/10.15405/epsbs.2016.11.02.30 https://doi.org/dx.doi.org/10.15405/epsbs.2016.11.02.30 |
dc.language.iso.fl_str_mv |
por |
language |
por |
dc.relation.none.fl_str_mv |
Silveira, P. D.; Marreiros, C. G. (2016) "Shopper Centric Category Management in Convenience Stores: a Qualitative Study". The European Proceedings of Social & Behavioural Sciences EpSBS Volume XVII, Pages 1- 471 (30 November). Edited by: Roslind X. Thambusamy, Melis Y. Minas, Zafer Bekirogullari. e-ISSN: 2357-1330 paulo.silveira@esce.ips.pt cristina@uevora.pt |
dc.rights.driver.fl_str_mv |
info:eu-repo/semantics/openAccess |
eu_rights_str_mv |
openAccess |
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Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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RCAAP |
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RCAAP |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) |
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Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos) - Agência para a Sociedade do Conhecimento (UMIC) - FCT - Sociedade da Informação |
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