Atributos valorizados pelos consumidores na escolha de um supermercado

Abstract

Over the last decades retailing has undergone several transformations and assuming an important role in the Brazilian economy. Among the various retail formats, one that stands out is the food retail, particularly supermarket sector that mostly resemble in shape to meet the consumer, the products offered, the prices in the store layout, among other aspects . This characteristic makes the supermarket industry that consumers can choose where to shop for according to the attributes offered by each supermarket. The objective of this study is to identify which attributes are valued and influence consumers in decision making for choosing a supermarket and shopping venue. This research is characterized by an exploratory study of quantitative character, being developed in two stages: a literature review and field research. The survey was conducted in the town of Fatima South MS. The type of sample used was non-probability convenience sample. The data collection instrument used was a questionnaire, to which 300 people responded. Besides identifying the consumers as well as the purchasing profile, the study showed that the price is the most important attribute in choosing a supermarket and shopping venue. But price alone does not attract or keep customers, as well as the consumer wants to be treated well and be in a clean and pleasant environment to shop for low price.