MARKETING MIX IN A BUYING NETWORK: A COMPARATIVE STUDY OF THE PERCEPTIONS OF MANAGERS AND ASSOCIATES IN A SUPERMARKET NETWORK

Detalhes bibliográficos
Autor(a) principal: Heinz, Douglas
Data de Publicação: 2014
Outros Autores: Pereira da Costa, Jane Iara, Pereira, Erick William
Tipo de documento: Artigo
Idioma: por
Título da fonte: REAd (Porto Alegre. Online)
Texto Completo: https://seer.ufrgs.br/index.php/read/article/view/38437
Resumo: The formation of purchasing networks is a strategy increasingly used by small retailers. But this format has an impact on the administration of the participating companies, who are acting in a collective context, where decisions are made based on the interests of a group, and not just observing individual needs. One of the areas heavily affected in this context is marketing, as members tend to delegate to the network part of the responsibility of their marketing actions. This study examined the impact of this situation on the traditional elements of the marketing mix: product, price, communication and distribution. The case study was conducted in a purchasing network formed by small supermarkets, comparing the perceptions of managers and associates about the subject. Initially semi-structured interviews were performed with administrators, with subsequent qualitative analysis of responses by analyzing speech with categorization. Then associates managers responded to quantitative research through questionnaires, where the data were analyzed by calculating correlation and determination coefficient, and frequency distribution. The results indicated a positive correlation between the use of the network and the level of satisfaction of members, and demonstrate that the marketing mix of retailers participating was strongly impacted by the actions of the network, and that there is a convergence of perceptions as to the marketing actions developed, considered appropriate and positive for the group, except with regard to the adoption of private label products.
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spelling MARKETING MIX IN A BUYING NETWORK: A COMPARATIVE STUDY OF THE PERCEPTIONS OF MANAGERS AND ASSOCIATES IN A SUPERMARKET NETWORKLA MEZCLA DE MERCADOTECNIA EN CENTRALES DE COMPRAS: UN ESTUDIO COMPARATIVO DE LAS PERCEPCIONES DE LOS DIRECTIVOS Y ASOCIADOS EN UNA RED DE SUPERMERCADOSCOMPOSTO DE MARKETING EM REDES DE COMPRAS: ESTUDO COMPARATIVO DAS PERCEPÇÕES DE ADMINISTRADORES E ASSOCIADOS EM UMA REDE DE SUPERMERCADOSredes de comprassupermercadoscomposto de marketingpurchasing networkssupermarketmarketing mixCentrales de ComprasSupermercadosMezcla de MercadotecniaThe formation of purchasing networks is a strategy increasingly used by small retailers. But this format has an impact on the administration of the participating companies, who are acting in a collective context, where decisions are made based on the interests of a group, and not just observing individual needs. One of the areas heavily affected in this context is marketing, as members tend to delegate to the network part of the responsibility of their marketing actions. This study examined the impact of this situation on the traditional elements of the marketing mix: product, price, communication and distribution. The case study was conducted in a purchasing network formed by small supermarkets, comparing the perceptions of managers and associates about the subject. Initially semi-structured interviews were performed with administrators, with subsequent qualitative analysis of responses by analyzing speech with categorization. Then associates managers responded to quantitative research through questionnaires, where the data were analyzed by calculating correlation and determination coefficient, and frequency distribution. The results indicated a positive correlation between the use of the network and the level of satisfaction of members, and demonstrate that the marketing mix of retailers participating was strongly impacted by the actions of the network, and that there is a convergence of perceptions as to the marketing actions developed, considered appropriate and positive for the group, except with regard to the adoption of private label products.Las Centrales de Compras son una estrategia cada vez más utilizada por los pequeños comerciantes. Este formato tiene un impacto en la administración de las empresas participantes, que se insertan en un contexto colectivo en el que las decisiones se toman en base a los intereses de un grupo, y no sólo por la observación de las necesidades individuales. Uno de los ámbitos más afectados en este contexto es la mercadotecnia. Este estudio analiza el impacto de esta situación sobre los elementos tradicionales del marketing mix: producto, precio, comunicación y distribución. Hemos llevado a cabo un estudio de caso en una Central de Compras formada por pequeños supermercados, comparando las percepciones de los directivos y asociados sobre el tema. Inicialmente se hizo un estudio cualitativo mediante entrevista semiestructurada con la administración, con el posterior análisis del discurso con categorización. Entonces los miembros respondieron a la investigación cuantitativa mediante un cuestionario, en donde los datos se analizaron mediante el cálculo de la correlación y el coeficiente de determinación, y la frecuencia de distribución. Los resultados indican que existe una correlación positiva entre el uso de la Central y el nivel de satisfacción de los miembros, además de destacar que lo marketing mix de los minoristas participantes se vio fuertemente afectado por las acciones de la Central de Compras. También se encontró que hay convergencia de percepciones sobre las acciones de marketing desarrolladas, salvo en lo relativo a la adopción de los productos de marca propia.A formação de redes de compras é uma estratégia cada vez mais utilizada por pequenos varejistas. Este formato causa impactos na administração das empresas participantes, que passam atuar em um contexto coletivo onde decisões são tomadas com base em interesses de um grupo, e não mais observando apenas necessidades individuais. Uma das áreas fortemente afetadas neste contexto é o marketing, já que os associados tendem a delegar à rede parte da responsabilidade por suas ações mercadológicas. Este trabalho analisou os impactos de tal situação sobre os tradicionais elementos do composto de marketing: produto, preço, comunicação e distribuição. Realizou-se um estudo de caso em uma rede de compras formada por pequenos supermercadistas, comparando as percepções dos administradores e dos associados sobre o tema. Inicialmente ocorreu uma pesquisa qualitativa através de entrevista com roteiro semiestruturado com os administradores, com posterior análise de discurso com categorização. Em seguida os associados responderam à pesquisa quantitativa por meio de questionário, onde os dados foram analisados através dos cálculos de correlação e do coeficiente de determinação, além da distribuição de frequências. Os resultados obtidos indicam haver uma correlação positiva entre a utilização da rede e o nível de satisfação dos associados, além de evidenciar que o composto de marketing dos varejistas participantes foi fortemente impactado pelas ações da rede. Identificou-se ainda que há convergência de percepções quanto às ações de marketing desenvolvidas, consideradas adequadas e positivas para o grupo, exceto no que diz respeito à adoção de marca própria de produtos.Universidade Federal do Rio Grande do Sul2014-07-17info:eu-repo/semantics/articleinfo:eu-repo/semantics/publishedVersionCase Studyestudio de casoAvaliado pelos paresinfo:eu-repo/semantics/otherapplication/pdfhttps://seer.ufrgs.br/index.php/read/article/view/38437Electronic Review of Administration; Vol. 20 No. 2 (2014): EDIÇÃO 78 - mai/ago 2014; 529-570Revista Electrónica de Administración; Vol. 20 Núm. 2 (2014): EDIÇÃO 78 - mai/ago 2014; 529-570Revista Eletrônica de Administração; v. 20 n. 2 (2014): EDIÇÃO 78 - mai/ago 2014; 529-5701413-23111980-4164reponame:REAd (Porto Alegre. Online)instname:Universidade Federal do Rio Grande do Sul (UFRGS)instacron:UFRGSporhttps://seer.ufrgs.br/index.php/read/article/view/38437/30521Heinz, DouglasPereira da Costa, Jane IaraPereira, Erick Williaminfo:eu-repo/semantics/openAccess2014-07-29T13:28:24Zoai:seer.ufrgs.br:article/38437Revistahttp://seer.ufrgs.br/index.php/read/indexPUBhttps://seer.ufrgs.br/read/oaiea_read@ufrgs.br1413-23111413-2311opendoar:2014-07-29T13:28:24REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)false
dc.title.none.fl_str_mv MARKETING MIX IN A BUYING NETWORK: A COMPARATIVE STUDY OF THE PERCEPTIONS OF MANAGERS AND ASSOCIATES IN A SUPERMARKET NETWORK
LA MEZCLA DE MERCADOTECNIA EN CENTRALES DE COMPRAS: UN ESTUDIO COMPARATIVO DE LAS PERCEPCIONES DE LOS DIRECTIVOS Y ASOCIADOS EN UNA RED DE SUPERMERCADOS
COMPOSTO DE MARKETING EM REDES DE COMPRAS: ESTUDO COMPARATIVO DAS PERCEPÇÕES DE ADMINISTRADORES E ASSOCIADOS EM UMA REDE DE SUPERMERCADOS
title MARKETING MIX IN A BUYING NETWORK: A COMPARATIVE STUDY OF THE PERCEPTIONS OF MANAGERS AND ASSOCIATES IN A SUPERMARKET NETWORK
spellingShingle MARKETING MIX IN A BUYING NETWORK: A COMPARATIVE STUDY OF THE PERCEPTIONS OF MANAGERS AND ASSOCIATES IN A SUPERMARKET NETWORK
Heinz, Douglas
redes de compras
supermercados
composto de marketing
purchasing networks
supermarket
marketing mix
Centrales de Compras
Supermercados
Mezcla de Mercadotecnia
title_short MARKETING MIX IN A BUYING NETWORK: A COMPARATIVE STUDY OF THE PERCEPTIONS OF MANAGERS AND ASSOCIATES IN A SUPERMARKET NETWORK
title_full MARKETING MIX IN A BUYING NETWORK: A COMPARATIVE STUDY OF THE PERCEPTIONS OF MANAGERS AND ASSOCIATES IN A SUPERMARKET NETWORK
title_fullStr MARKETING MIX IN A BUYING NETWORK: A COMPARATIVE STUDY OF THE PERCEPTIONS OF MANAGERS AND ASSOCIATES IN A SUPERMARKET NETWORK
title_full_unstemmed MARKETING MIX IN A BUYING NETWORK: A COMPARATIVE STUDY OF THE PERCEPTIONS OF MANAGERS AND ASSOCIATES IN A SUPERMARKET NETWORK
title_sort MARKETING MIX IN A BUYING NETWORK: A COMPARATIVE STUDY OF THE PERCEPTIONS OF MANAGERS AND ASSOCIATES IN A SUPERMARKET NETWORK
author Heinz, Douglas
author_facet Heinz, Douglas
Pereira da Costa, Jane Iara
Pereira, Erick William
author_role author
author2 Pereira da Costa, Jane Iara
Pereira, Erick William
author2_role author
author
dc.contributor.author.fl_str_mv Heinz, Douglas
Pereira da Costa, Jane Iara
Pereira, Erick William
dc.subject.por.fl_str_mv redes de compras
supermercados
composto de marketing
purchasing networks
supermarket
marketing mix
Centrales de Compras
Supermercados
Mezcla de Mercadotecnia
topic redes de compras
supermercados
composto de marketing
purchasing networks
supermarket
marketing mix
Centrales de Compras
Supermercados
Mezcla de Mercadotecnia
description The formation of purchasing networks is a strategy increasingly used by small retailers. But this format has an impact on the administration of the participating companies, who are acting in a collective context, where decisions are made based on the interests of a group, and not just observing individual needs. One of the areas heavily affected in this context is marketing, as members tend to delegate to the network part of the responsibility of their marketing actions. This study examined the impact of this situation on the traditional elements of the marketing mix: product, price, communication and distribution. The case study was conducted in a purchasing network formed by small supermarkets, comparing the perceptions of managers and associates about the subject. Initially semi-structured interviews were performed with administrators, with subsequent qualitative analysis of responses by analyzing speech with categorization. Then associates managers responded to quantitative research through questionnaires, where the data were analyzed by calculating correlation and determination coefficient, and frequency distribution. The results indicated a positive correlation between the use of the network and the level of satisfaction of members, and demonstrate that the marketing mix of retailers participating was strongly impacted by the actions of the network, and that there is a convergence of perceptions as to the marketing actions developed, considered appropriate and positive for the group, except with regard to the adoption of private label products.
publishDate 2014
dc.date.none.fl_str_mv 2014-07-17
dc.type.driver.fl_str_mv info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Case Study
estudio de caso
Avaliado pelos pares
info:eu-repo/semantics/other
format article
status_str publishedVersion
dc.identifier.uri.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/38437
url https://seer.ufrgs.br/index.php/read/article/view/38437
dc.language.iso.fl_str_mv por
language por
dc.relation.none.fl_str_mv https://seer.ufrgs.br/index.php/read/article/view/38437/30521
dc.rights.driver.fl_str_mv info:eu-repo/semantics/openAccess
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv application/pdf
dc.publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
publisher.none.fl_str_mv Universidade Federal do Rio Grande do Sul
dc.source.none.fl_str_mv Electronic Review of Administration; Vol. 20 No. 2 (2014): EDIÇÃO 78 - mai/ago 2014; 529-570
Revista Electrónica de Administración; Vol. 20 Núm. 2 (2014): EDIÇÃO 78 - mai/ago 2014; 529-570
Revista Eletrônica de Administração; v. 20 n. 2 (2014): EDIÇÃO 78 - mai/ago 2014; 529-570
1413-2311
1980-4164
reponame:REAd (Porto Alegre. Online)
instname:Universidade Federal do Rio Grande do Sul (UFRGS)
instacron:UFRGS
instname_str Universidade Federal do Rio Grande do Sul (UFRGS)
instacron_str UFRGS
institution UFRGS
reponame_str REAd (Porto Alegre. Online)
collection REAd (Porto Alegre. Online)
repository.name.fl_str_mv REAd (Porto Alegre. Online) - Universidade Federal do Rio Grande do Sul (UFRGS)
repository.mail.fl_str_mv ea_read@ufrgs.br
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