| Name: | Description: | Size: | Format: | |
|---|---|---|---|---|
| 2.62 MB | Adobe PDF |
Authors
Advisor(s)
Abstract(s)
Numa altura em que a concorrência entre superfícies comerciais é constante, onde os players de mercado investem bastante para conseguir fidelizar e ter um maior número de clientes e onde os consumidores procuram os melhores descontos e preços, é importante perceber qual a influência que as estratégias de pricing adotadas pelos players têm nas escolhas dos consumidores.
O presente estudo tem como objetivo analisar, então, qual o impacto que as estratégias de pricing adotadas pelos players da grande distribuição tem, nas escolhas dos consumidores. É de salientar que, neste estudo, apesar de falarmos em grande distribuição, vamos cingir-nos, apenas às grandes superfícies generalistas (supermercados e hipermercados) e lojas discount.
Para isso, foi realizado um questionário online, onde se pretende perceber qual a razão pela qual os consumidores optam por uma superfície comercial, em detrimento de outra. Este questionário foi divulgado por e-mail e Facebook, num período temporal de 19 de fevereiro de 2016 até 03 de março de 2016, e com uma amostra de 176 inquiridos, onde apenas 128 foram consideradas válidas.
Após a análise dos resultados do inquérito online, concluímos que as estratégias de pricing não são as principais razões que influenciam as escolhas dos consumidores, no que respeita ao local de compra, mas que os descontos diretos/preços baixos surgem, também, como um fator bastante relevante.
In a time when competition between supermarkets is constant, where market players invest heavily to achieve loyalty and have a greater number of customers and where consumers seek the best discounts and promotions, it’s important to realize what influence the pricing strategies adopted by players have in consumers choices. The objective of this research is to analyze what impact the pricing strategies adopted by players in the retail industry has, in the choices of consumers. It should be noted that in this study, even though we talk in general stores, we confine ourselves only to large general surfaces (supermarkets and hypermarkets) and discount stores. For this, we conducted an online survey, which aims to find the reason why consumers opt for a shopping center, to the detriment of another. This questionnaire was circulated by e-mail and Facebook, over a time period between February 19, 2016 and March 03, 2016, with a sample of 176 participants, where only 128 were considered valid. After the online survey analysis, we conclude that pricing strategies are not the most effective tools, with the exception of direct discounts and low prices, in influencing customer choice and behaviour.
In a time when competition between supermarkets is constant, where market players invest heavily to achieve loyalty and have a greater number of customers and where consumers seek the best discounts and promotions, it’s important to realize what influence the pricing strategies adopted by players have in consumers choices. The objective of this research is to analyze what impact the pricing strategies adopted by players in the retail industry has, in the choices of consumers. It should be noted that in this study, even though we talk in general stores, we confine ourselves only to large general surfaces (supermarkets and hypermarkets) and discount stores. For this, we conducted an online survey, which aims to find the reason why consumers opt for a shopping center, to the detriment of another. This questionnaire was circulated by e-mail and Facebook, over a time period between February 19, 2016 and March 03, 2016, with a sample of 176 participants, where only 128 were considered valid. After the online survey analysis, we conclude that pricing strategies are not the most effective tools, with the exception of direct discounts and low prices, in influencing customer choice and behaviour.
Description
Keywords
Estratégias de pricing Escolhas dos consumidores Grande distribuição em Portugal Pricing strategies Consumer choice Wide distribution in Portugal