RELEVANT ATTRIBUTES FOR CONSUMER CHOICE OF CONVENIENCE STORE

• Autor(a) principal: Moreira Guimarães, Rafael
• Data de Publicação: 2013
• Outros Autores: Botelho, Delane
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: REAd (Porto Alegre. Online)
• Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/38984
• topic: Consumer Choice; Conjoint Analysis; Convenience Stores; Consumer Behavior; Store Attributes; Elección del consumidor; Análisis Conjunta; Tiendas de Conveniencia; Comportamiento del Consumidor; Atributos de tiendas; Escolha do consumidor; Análise Conjunta; Lojas de Conveniência; Comportamento do Consumidor; Atributos de lojas

In Brazil, research on store consumer choice is rare, as opposed to the wide range of research regarding the process of consumers´ decision on which product or brand to buy. This article aims to identify relevant attributes for consumer choice of convenience stores located in service stations, a sector in vast expansion in the country. The research was conducted in two steps: a qualitative process to identify the most relevant attributes and their levels perceived by customers, and a quantitative approach through a survey, whose data were analyzed via Conjoint Analysis technique. Results demonstrated the attributes Location, Price and Attendance as the most relevant, compared to Opening Hours, Product Mix and Ambience attributes. Implications for both Marketing knowledge and practice, as well as suggestions for future research, are discussed in light of consumer choice theory.