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Doctoral Thesis
DOI
10.11606/T.3.2008.tde-11092008-143101
Document
Author
Full name
Giorgio Arnaldo Enrico Chiesa
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2008
Supervisor
Committee
Francischini, Paulino Graciano (President)
Alvarenga Netto, Clovis Armando
Angelo, Claudio Felisoni de
Peters Filho, Theodoro Agostinho
Silveira, José Augusto Giesbrecht da
Title in Portuguese
Uma investigação sobre a importância da operação com centrais de negócios para o consumidor final em supermercados de vizinhança.
Keywords in Portuguese
Associativismo
Cadeia de suprimentos
Pequenas e médias empresas
Pesquisa de consumidor
Supermercados
Varejo
Abstract in Portuguese
Esta pesquisa analisa a importância de empresas supermercadistas que já operam com centrais de negócio, onde buscam obter melhores condições competitivas de mercado, mais especificamente denominados supermercados de vizinhança, destacando os fatores que podem ser mais facilmente percebidos pelos clientes dessas lojas. Apesar da reconhecida importância das centrais de negócios no contexto brasileiro, ainda existe pouco conhecimento aprofundado do assunto. Esta iniciativa ganhou força no País apenas nos últimos cinco anos e a maioria dos estudos encontrados na literatura possui caráter predominantemente exploratório. Neste sentido, a presente pesquisa buscou, por meio do levantamento bibliográfico e do estudo de caso, obter a opinião dos clientes acerca da percepção de benefícios ao comprarem produtos nas lojas que pertencem a uma central de negócio, quando comparados com lojas equivalentes, consideradas concorrentes. Foi realizada uma pesquisa com abordagem quantitativa, no formato estudo de caso utilizando-se amostragem por conveniência. A coleta de dados da amostra foi feita através de questionário estruturado. Para analisar os dados foi utilizado o teste de Mann- Whitney, cuja aplicação é indicada quando estão em comparação dois grupos independentes. Os resultados permitiram identificar a existência de percepção de benefícios dos consumidores ao comprarem em supermercados de vizinhança pertencentes a uma central de negócio, bem como identificar os aspectos mais representativos dos referidos benefícios.
Title in English
An analysis of the importance for the super-market enterprises, more specifically called "vicinity supermarkets" to work organized under central business cells, aiming to bring better results to the final consumer.
Keywords in English
Associationship
Consumer research
Retail
Small and medium companies
Supermarket
Supply chain
Abstract in English
This research analyzes the importance of the supermarket enterprises, more specifically called "vicinity supermarkets" or "neighborhood supermarkets" which that already work organized under central business cells, in order to gain better competitive market conditions, highlighting the factors that are easily recognized by their clients. In spite of the already known importance of this kind of business in the Brazilian context, there is not a deep knowledge about the subject. The implementation of these central business cells has been carried out in Brazil only in the last 5 years, and most of the studies found in the references show a nature predominantly exploratory. In this sense, the present research is composed of a bibliographic review and a case study. The objective of the case study was to identify the clients' opinion related to the perception of benefits on buying from the stores that belong to a central business cell and from other competitors. It was undertaken 236 (two hundred thirty six) interviews conducted in a quantitative approach, using a case study that involved a sample for convenience.. The data obtained were analyzed though the Mann-Whitney statistic test, which is indicated to be used when two independent groups are under comparison. The results allowed identifying the existence of benefit's perception of consumers when buying at neighborhood supermarkets that is part of a central business cells, as well as the more relevant aspects of these benefits.
 
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Chiesa.pdf (635.30 Kbytes)
Publishing Date
2008-09-22
 
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