CONSUMER BEHAVIOR OF FOOD RETAIL UNDER THE MODERATION OF THE STORE FORMAT
DOI:
https://doi.org/10.18226/23190639.v10n1.03Keywords:
consumer behavior, Food retail, Store formatsAbstract
The present study aimed to analyze the food retailer consumer behavior, taking into account the moderating effect of the store format. To this end, a quantitative-descriptive study was conducted with 587 individuals. For data analysis, descriptive statistics, linear correlation analysis and analysis of variance (ANOVA) were used. The results proved to be significant, with the observation of specific differences between the behavior and perception of consumers in the analyzed formats. The correlations of variables related to the service attribute can be evidenced with regard to the perception of consumers of neighborhood supermarkets, store atmosphere, convenience, products and sales promotions regarding the perception of consumers of super and hypermarkets, and price for consumers of the wholesalers. Peculiarities were also identified in the relationships between store formats and subsequent value constructs (Satisfaction, Intention to buy and Recommendation), with the highest perceptions of these attributes being evidenced among consumers of hypermarket format stores and the lowest perceptions of these among the neighborhood supermarket consumers. Through the peculiarities presented in each store format, corroborated by the correlation between the attributes valued in each of them, as well as the subsequent constructs of value creation, it was evident that the store format is a fundamental characteristic in the design and analysis of the creation of value of food retail stores, with specific strategies for attracting and maintaining its target audience in each format.
References
Anderson, D. R., Sweeney, D. J., & Williams, T. A. (2007). Estatística aplicada à Administração e Economia. São Paulo: Thomson.
Anselmsson, J. (2006). Sources of customer satisfaction with shopping malls: a comparative study of different customer segments. International Review of Retail Distribution and Consumer Research, 16(1),115-38. DOI: 10.1080/09593960500453641.
Argo, J.J. & Dahl, D.W. (2020). Social influence in the retail context: a contemporary review of the literature. Journal of Retailing, 96(1), 25-39. DOI: 10.1016/j.jretai.2019.12.005.
Associação Brasileira de Supermercados. (2016). Super Hiper. Recuperado em 10 janeiro, 2018, de http://www.abras.com.br/edicoes-anteriores/Main.php?MagID=7&MagNo=204
Babin, B. J. & James, K. W. (2010). A Brief Retrospective and Introspective on Value. European Business Review, 22(5), 471–478. DOI: 10.1108/09555341011068895.
Baker, J., Levy, M., & Grewal, D. (1992). An experimental approach to making retail store environmental decisions. Journal of Retailing, 68(4), 445-460.
Belwal, R. & Belwal, S. (2017). Factors affecting store image and the choice of hypermarkets in Oman, International Journal of Retail & Distribution Management, 45(6), 587-607. DOI 10.1108/IJRDM-06-2015-0086.
Brown, J. D. (2008). Segmentation correlates for small grocery chain preference. Journal of Food Products Marketing, 6(4), 53-62. DOI: 10.1300/J038v06n04_05.
Cabrini, G. (2014). Formatos. SuperHiper, 40(2), 4-16.
Campolina, A.S., Barroso, A.C., Carvalho, A., Xavier, G., Oliveira, J., & Dourado, M. (2007). Decisões de compra dos clientes de supermercados de Anápolis. Revista de Economia da UEG, 3(1), 125-145.
Carpenter, M. J. & Moore, M. (2006). Consumer demographics, store attributes, and retail format choice in the US grocery market. International Journal of Retail & Distribution Management, 34(6), 434-52. DOI: 10.1108/09590550610667038.
CCRRCA - Coca Cola Retailing Council Asia. (2007). Food Retail Formats in Asia: understanding format success. Recuperado em 13 agosto, 2018 de http://globalscorecard.gs1.org/gsclive/download/Food_Retail_Formats_in_Asia_Understanding_Format_Success-Study.pdf
Chiu, C., Chang, C. C., Cheng, H. L., & Fang, Y. H. (2009). Determinants of customer repurchase intention in online shopping. Online Information Review, v. 33(4), 761-784. DOI: 10.1108/14684520910985710.
Cronin, J. J., Brady, M. K., & Hult, G. T. M. (2000). Assessing the effects of quality, value, and customer satisfaction on consumer behavioral intentions in service environments. Journal of Retailing, 76(2), 193-218.
Deka, P. K. (2018). Factors Influencing Consumers’ Choice of Retail Store Format in Assam, India. Journal of Marketing Management, 17(2), 22-37.
Gallon, A. V., Silva, T. P., Hein, N., & Olinquevitch, J. L. (2008). Avaliação da importância dos atributos e a satisfação dos clientes de supermercados do Médio Vale do Itajaí-SC. Revista Brasileira de Gestão de Negócios, 10(27), 150-160.
Giraldi, J. M. E., Spinelli, P. B., & Campomar, M. C. (2014). Retail Store Image: A Comparison Among Theoretical and Empirical Dimensions in a Brazilian Study. Gestão Organizacional, 6(1), 23-137, 2014.
Gomes. V. B. (2016). As atividades das grandes empresas do ramo supermercadista e a rede urbana brasileira no período recente. Dissertação de Mestrado, Universidade Estadual Paulista Júlio de Mesquita Filho (UNESP), Presidente Prudente, SP, Brasil.
Graciola, A. P. (2015). A influência da imagem de loja, do valor percebido e do conhecimento de marca naintenção de compra em diferentes formatos de varejo. Dissertação de Mestrado em Administração, Universidade de Caxias do Sul, Caxias do Sul.
Gummerus, J. (2013). Value Creation Process and Value Outcomes in Marketing Theory: strangers or siblings? Marketing Theory, 13(1), 19-46. DOI: 10.1177/1470593112467267.
Hair, J. H., Black, B., Babin, B., Anderson, R.E., & Tatham, R.L. (2009). Multivariate Data Analysis. 6. ed. Pearson: London.
Hosseini, Z., Jayashree, S., & Malarvizhi, C. (2014). Store Image and Its Effect on Customer Perception of Retail Stores. Asian Social Science, 10(21), 223-235. DOI: 10.5539/ass.v10n21p223.
Huddleston, P., Whipple, J., & Vanauken, A. (2004). Food store loyalty: Application of a consumer loyalty framework. Journal of Targeting, Measurement and Analysis for Marketing, 12(3), 213–230.
Idoko, E. C., Ukenna, S. I., & Obeta, C. E. (2019). Determinants of shopping mall patronage frequency in a developing economy: evidence from Nigerian mall shoppers, Journal of Retailing and Consumer Services, Vol 48, 186-201. DOI: 10.1016/j.jretconser.2019.02.001.
Instituto Brasileiro de Geografia e Estatistica. (2010). Pesquisa de Orçamento Familiar – POF 2008-2009. Recuperado em 13 agosto, 2018 de http://biblioteca.ibge.gov.br/visualizacao/livros/liv45130.pdf
Associação Brasileira de Empresas de Pesquisa. (2018). CCEB 2019. Recuperado em 12 dezembro, 2018 de http://www.abep.org/criterio-brasil
Jinfeng, W. & Zhilong, T. (2009). The impact of selected store image dimensions on retailer equity: evidence from 10 chineses hypermarkets. Journal of Retailing and Consumer Services, 16(1), 486-494. DOI: 10.1016/j.jretconser.2009.08.002.
Kim, C. H. & Han, E. (2020). Premiums paid for what you believe in: the interactive roles of price promotion and cause involvement on consumer response, Journal of Retailing, 96(2), 235-250. DOI: 10.1016/j.jretai.2019.10.001.
Koschmann, A. & Isaac, M. S. (2018). Retailer categorization: how store-format price image influences expected prices and consumer choices, Journal of Retailing, 94(4), 364-379. DOI: 10.1016/j.jretai.2018.08.001.
Kirkup, M., Kervenoael, R., Hallsworth, A., Clarke, I., Jackson, P., & Aguila, R. (2004). Inequalities in retail choice: exploring consumer experiences in suburban neighborhoods. International Journal of Retail & Distribution Management, 32(11), 511-522. DOI: 10.1108/09590550410564746.
Koo, D. M. (2003). Inter-relationships among store images, store satisfaction, and store loyalty among Korea discount retail patrons. Asia Pacific Journal of Marketing and Logistics, 15(4), 42-71.
Levy, M. & Weitz, B. A. (2000). Administração de varejo. São Paulo: Atlas.
Lima Filho, D. O. (1999). Valor percebido e o comportamento do consumidor de supermercado. 1999. Tese de Doutorado em Administração, Escola de Administração de Empresas de São Paulo, Fundação Getúlio Vargas, São Paulo.
Malhotra, N. K. (2019). Marketing Research: An Applied Orientation. 7. ed. Pearson: London.
Makhitha, K. M. & Khumalo, N. (2019). The Influence of Supermarket Attributes on Consumer Selection of a Supermarket: a South African Perspective. Journal of Consumer Sciences, 47(1), 14-27. DOI: 10.1177/0971890720090110.
Marjanen, H., Kohijoki, A.M., Saastamoinen, K. & Engblom, J. (2019). Old dogs learning new tricks? The effect of age and generation on shopping behavior, The International Review of Retail, Distribution and Consumer Research, 29(5), 549-567, DOI: 10.1080/09593969.2019.1664613.
Marshall, D. (2019). Convenience stores and well-being of young Japanese conumers, International Journal of Retail & Distribution Management, 47(6), 590-604. DOI: 10.1108/IJRDM-08-2017-0182.
Martineau, P. (1958). The personality os the retail store. Boston: Harvard University.
Martínez-Ruiz, M. P., Jiménez-Zarco, A. I., & Izquierdo-Yusta, A. (2010). Customer satisfaction’s key factors in Spanish grocery stores: Evidence from hypermarkets and supermarkets. Journal of Retailing and Consumer Services, 17(1), 278–285. DOI: 10.1016/j.jretconser.2010.02.005.
McDonald, G. M. (2006). The influence of supermarket attributes on perceived customer satisfaction: an East Asian study. The International Review of Retail, Distribution and Consumer Research, 1(3), 315-327. DOI: 10.1080/09593969100000031.
Naderifar, M., Goli, H. & Ghaljaie, F. (2017). Snowball Sampling: A Purposeful Method of Sampling in Qualitative Research. Strides in Development of Medical Education Journal, 14(3), 1-6. DOI: 10.5812/sdme.67670.
Nesset, E., Nervik, B., & Helgesen, O. (2011). Satisfaction and image as mediators of store loyalty drivers in grocery retailing. The International Review of Retail, Distribution and Consumer Research, v. 21, n. 3, p. 267–292. DOI: 10.1080/09593969.2011.588716.
Oh, J., Fiorito, S. S., Cho, H., & Hofackerd, C. F. (2008). Effects of design factors on store image and expectation of merchandise quality in web-based stores. Journal of Retailing and Consumer Services, 15(1), 237-249. DOI: 10.1016/j.jretconser.2007.03.004.
Oliver, R. L. (2014). Satisfaction: A Behavioral Perspective on the Consumer. 2 ed. New York: Routledge.
Parente, J. (2011). Varejo no Brasil: gestão e estratégia. São Paulo: Atlas.
Park, B. & Lee, K. C. (2011). Exploring the value of purchasing online game items. Computers in Human Behavior, 27(6), 2178-2185. DOI: 10.1016/j.chb.2011.06.013.
Payne, A. F., Storbacka, K., & Frow, P. (2008). Managing the Co-creation of Value. Journal of the Academy of Marketing Science, 36(1), 83-96. DOI: 10.1007/s11747-007-0070-0.
Peter, O. R., Oundo, B. H., & Lydiah, A. (2018). The Effect of Store Image and Price on Store Brand Equity: Evidence from Supermarkets in Kenya, IOSR Journal of Business and Management, 20(10), 15-23. DOI: 10.9790/487X-2010021523.
Pettigrew, S., Mizerski, K., & Donavan, R. (2005). The three big issues for older supermarket shoppers. Journal of Consumer Marketing, 26(6), 306-312. DOI: 10.1108/07363760510623894.
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creating Unique Value with Customers. Strategy & Leadership, 32(1), 4-9.
Queiroz, A. F., & Finocchio, C. S. (2018). Mensurando o Valor Percebido em Serviços de Alimentação: Uma Pesquisa com Consumidores de Fast Food. Revista Brasileira de Marketing, 17(4), 532-544. DOI:10.5585/remark.v17i4.3873.
Révillion, A. S. P. (2000) Satisfação do consumidor com o setor supermercadista: o caso de Porto Alegre. In: Angelo, C. F., & Silveira, J. A. G. (Eds). Varejo Competitivo (pp. 38-60). São Paulo: Atlas.
Rintamäki, T., Kuusela, H., & Mitronen, L. (2007). Identifying Competitive Customer Value Propositions in Retailing. Managing Service Quality, 17(6), 621-634. DOI: 10.1108/09604520710834975.
Romaniello, M. M., Amâncio, C. O. G., & Terceti, K. C. (2008, julho). Satisfação dos clientes do supermercado São Paulo do município de Alfenas no Sul de Minas Gerais. Anais da Sociedade Brasileira e Economia, Administração e Sociologia Rural, Rio Branco, AC, Brasil, 46.
Sánchez-Fernández, R., & Iniesta-Bonillo, M. A. (2007). The Concept of Perceived Value: A Systematic Review of the Research. Marketing Theory, 7(4), 427–451.
Smith, J. B.; Colgate, M. (2007). Customer Value Creation: A Practical Framework. Journal of Marketing Theory and Practice, 15(1), 7-23. DOI: 10.2753/MTP1069-6679150101.
Sproesser, R. L., & Lima-Filho, D. O. (2007). Varejo de alimentos: estratégia e marketing. In: Batalha, M. O. (Coord). Gestão agroindustrial. São Paulo: Atlas.
Srinivasan, S. S., Anderson, R., & Ponnavolu, K. (2002). Customer loyalty in e-commerce: an exploration of its antecedents and consequences. Journal of Retailing, 78(1), 41-50.
Theodoridis, P. K., & Chatzipanagiotou, K. C. (2009). Stores image attributes and customer satisfaction across different customer profiles within the supermarket sector in Greece. European Journal of Marketing, 43(5). DOI: 10.1108/03090560910947016.
Van Herpen, E. & Pieters, R. (2002). Research note: the variety of an assortment: an extension to the attribute-based approach. Marketing Science, 21(3), 331-341. DOI: 10.1287/mksc.21.3.331.144.
Vazquez, M. V., Camacho, M. A. R., & Silva, F. J. C. (2013). The Value Co-creation Process as a Determinant of Customer Satisfaction. Management Decision, 51(10), 1945-1953. DOI: 10.1108/MD-04-2013-0227.
Wang, L. C., Chang, L. H., & Wysong, S. (2012). An empirical investigation of the influence of optimum stimulation levels in retailing. International Journal of Retail & Distribution Management, 40(1), 6-20.
Watanabe, E. A. M. (2010). Atributos de imagem da loja e satisfação de clientes com os supermercados de Campo Grande-MS. Dissertação de Mestrado em Administração, Universidade Federal de Mato Grosso do Sul, Campo Grande, MS, Brasil.
Zacharias, N. A., Nijssen, E. J., & Stock, R. M. (2016). Effective Configurations of Value Creation and Capture Capabilities: extending treacy andwiersema's value disciplines. Journal of Business Research, 69(1), 4121–4131. DOI: 10.1016/j.jbusres.2016.03.039.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2022 Brazilian Journal of Management & Innovation
This work is licensed under a Creative Commons Attribution 4.0 International License.
The author must guarantee that:
- there is full consensus among all the coauthors in approving the final version of the document and its submission for publication.
- the work is original, and when the work and/or words from other people were used, they were properly acknowledged.
Plagiarism in all of its forms constitutes an unethical publication behavior and is unacceptable. Revista Brasileira de Gestão e Inovação has the right to use software or any other method of plagiarism detection.
All manuscripts submitted to RBGI - Revista Brasileira de Gestão e Inovação go through plagiarism and self-plagiarism identification. Plagiarism identified during the evaluation process will result in the filing of the submission. In case plagiarism is identified in a manuscript published in the journal, the Editor-in-Chief will conduct a preliminary investigation and, if necessary, will make a retraction.
This journal, following the recommendations of the Open Source movement, provides full open access to its content. By doing this, the authors keep all of their rights allowing Revista Brasileira de Gestão e Inovação to publish and make its articles available to the whole community.
RBGI - Revista Brasileira de Gestão e Inovação content is licensed under a Creative Commons Attribution 4.0 International License.
Any user has the right to:
- Share - copy, download, print or redistribute the material in any medium or format, linking to RBGI site.
- Adapt - remix, transform and build upon the material for any purpose, even commercially.
According to the following terms:
- Attribution - You must give appropriate credit, provide a link to the license, and indicate if changes were made. You may do so in any reasonable manner, but not in any way that suggests the licensor endorses you or your use.
- No additional restrictions - You may not apply legal terms or technological measures that legally restrict others from doing anything that the license permits.
#RBGI
