How do Portuguese consumers choose supermarkets: brand perceptions and drivers influencing store choice

• Autor(a) principal: Reis, Maria Madalena Terras de Melo Moreira dos
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10362/163666
• topic: Marketing research; Grocery retail; Perceptual map; Brands perception; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

Self-Service Technologies (SSTs) have emerged as a strategy for retailers to improve customer experience. This research determines Portuguese consumers’ supermarket brand perceptions, to understand what players occupy an advantageous mental space for the implementation of these technologies: Perceptual Mapping. Findings reveal that the relationship between consumers and supermarkets is predominantly transactional, therefore perceptions of individual hedonic values are incomputable. Moreover, a Conjoint Analysis was employed to analyze preferences in checkout methods. While consumers under 45 are very interested in checkout-free technology, they exhibit a low willingness to pay for these technologies. Current market players can improve their checkout-free store models.