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Esta investigação parte do conceito de Blue Ocean, de W. Chan Kim & Renée Mauborgne, abordagem que sustenta a reflexão estratégica sobre como criar e capturar mercados inexplorados e com potencial. Desta forma, esta análise tem como objetivo analisar as razões pelas quais os consumidores apresentam maior hesitação na compra de produtos frescos em loja online, e procurando identificar, através dos resultados obtidos, um espaço de mercado estratégico, um Blue Ocean viável para este negócio. Para tal é realizada uma contextualização do retalho alimentar online no geral, uma vez que a literatura específica para o segmento de estudo, isto é, os produtos frescos em formato online, ainda é escassa. Com objetivo de entender o ponto de vista do consumidor, foram administrados 503 questionários que estudam o mercado retalhista com enfoque na avaliação do comportamento na compra de frescos. Para analisar os dados, este estudo recorreu à análise estatística descritiva, retirando informações como os atributos mais valorizados na compra de produtos frescos, comparando o que é mais valorizado em loja física e online. Ainda, foram abordados os respetivos obstáculos e possíveis incentivos na compra destes produtos no formato online. Esta análise permitiu identificar Blue Oceans no que concerne a produtos frescos em formato online de forma a sustentar a estratégia a adotar pelos players deste segmento.
This research is based on the Blue Ocean concept, by W. Chan Kim & Renée Mauborgne, an approach that supports the strategic reflection on how to create and capture unexplored markets with potential. Thus, this analysis aims to analyse the reasons why consumers are more hesitant to buy fresh products in online shops, and to identify, through the results obtained, a strategic market space, a viable Blue Ocean for this business. To this end, a contextualization of the online food retail in general is carried out, since the specific literature for the study segment, that is, fresh products in online format, is still scarce. With the aim of understanding the consumer's point of view, 503 questionnaires were administered that study the retail market with a focus on the evaluation of fresh purchase behaviour. To analyse the data, this study used descriptive statistical analysis, extracting information such as the most valued attributes when buying fresh products, comparing what is most valued in physical shop and online. Furthermore, the respective obstacles and possible incentives for buying these products in the online format were addressed. This analysis enabled the identification of blue oceans in terms of online fresh products in order to support the strategy to be adopted by players in this segment.
This research is based on the Blue Ocean concept, by W. Chan Kim & Renée Mauborgne, an approach that supports the strategic reflection on how to create and capture unexplored markets with potential. Thus, this analysis aims to analyse the reasons why consumers are more hesitant to buy fresh products in online shops, and to identify, through the results obtained, a strategic market space, a viable Blue Ocean for this business. To this end, a contextualization of the online food retail in general is carried out, since the specific literature for the study segment, that is, fresh products in online format, is still scarce. With the aim of understanding the consumer's point of view, 503 questionnaires were administered that study the retail market with a focus on the evaluation of fresh purchase behaviour. To analyse the data, this study used descriptive statistical analysis, extracting information such as the most valued attributes when buying fresh products, comparing what is most valued in physical shop and online. Furthermore, the respective obstacles and possible incentives for buying these products in the online format were addressed. This analysis enabled the identification of blue oceans in terms of online fresh products in order to support the strategy to be adopted by players in this segment.
Descrição
Palavras-chave
Consumidor online Distrito do Porto Produtos frescos Need-for-touch Estratégia de Blue Ocean Online consumer District of Porto Fresh products Blue ocean strategy