MARKETING MIX IN A BUYING NETWORK: A COMPARATIVE STUDY OF THE PERCEPTIONS OF MANAGERS AND ASSOCIATES IN A SUPERMARKET NETWORK
Autor(a) principal: | |
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Data de Publicação: | 2014 |
Outros Autores: | , |
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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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 |
_version_ |
1799766201924059136 |