Estratégias de marketingmarcas próprias como um diferencial competitivo no setor de supermercado

Resumo

The objective of this work is to study marketing strategies and customer is perception in relation to the own-brand offered by the supermarket sector. The research had an exploratory and descriptive feature. In the exploratory phase the managers of three great networks of supermarkets were interviewed; in, the descriptive phase 240 customers were interviewed by using a structured gathering tool, originally compounded by closed questions, directed to the apprehension of data about their behavior according to the purchases of own-brand products. By using the Chi-square method, it was statistically verified a dependence between the marketing strategies used in supermarkets and. the socio-economical and individual profile of the clients. The research results have identified a framework of customer perceptions regarding the frequency and reasons for purchase, differences in price and quality for brand leaders, and other variables to determine the definition of a successful marketing strategy.

Ficha do documento

Tipo

Artigo científico

Ano

2009

Instituição

Fund Escola Comercio Alvares Penteado-Fecap

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/23125

Temas

Economia

Palavras-chave

RetailOwn-brandConsumer's behaviorConsumerVarejoMarcas própriasComportamento do consumidorEconomiaMarketing - Processo decisórioSupermercados - Administração