Technological advancements in the retail industry: perceptions and preferences Of Portuguese Consum-Ers Regarding Supermarket Brands And Checkout Methods: The Explanation Of The Mystery Shopping Experience And The Survey Design Of Percep-Tual Mapping

• Autor(a) principal: Köklü, Dilara Seda
• 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/10362/163330
• topic: Marketing research; Self-service technologies (Ssts); Checkout methods; Checkout-free technology; Mystery shopping; Perceptual mapping; Brand perceptions; Conjoint analysis; 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 model