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A presente dissertação explora uma empresa de retalho alimentar portuguesa que serviu de estudo de caso para avaliar a satisfação do cliente. Essa satisfação é analisada com o intuito de perceber se a alteração da estratégia de venda de produtos na área de loja de Higiene e Beleza (HB) teve uma boa receção junto dos consumidores. As alterações ocorreram sobre uma das marcas de distribuidor de HB da mesma empresa (marca MD1) e sobre o espaço de loja de HB bem como com a implementação de um novo serviço de atendimento personalizado na zona. Assim, quer-se perceber se a aposta em marca de distribuidor foi vantajosa para o retalhista e para o cliente e qual a perceção do cliente com a nova abordagem de assistência em loja. Utilizando o programa SPSS e Microsoft Excel procedeu-se à análise dos resultados recolhidos. Estes foram facultados pela empresa retalhista em estudo e ainda através de um questionário presencial efetuado em fevereiro de 2020 em duas lojas da mesma empresa.
Concluiu-se que, de um modo geral, os clientes estão satisfeitos com a marca MD1 e com a assistência em loja. Quem mais compra a marca MD1 e a nova gama são jovens raparigas com idades até aos 24 anos. Por outro lado, os clientes com idades entre os 35 e 44 anos são quem menos recomenda e quem menos compra a marca. MD1 teve um aumento de vendas admirável em todas as lojas intervencionadas de um ano para o outro, posteriormente à implementação do projeto de intervenção.
This dissertation explores a Portuguese food retail company that served as a case study to assess customer satisfaction. This satisfaction is analysed in order to understand whether the change in the strategy of selling products in the Hygiene and Beauty (HB) store area had a good reception within consumers. The changes occurred on one of the company’s HB private labels (MD1) as well as on the HB store space and the implementation of a new personalized service in the area. Thus, we want to understand if the bet on the private label brand was beneficial for the retailer and the customer and what the customer's perception is on the new store assistance approach. Using the SPSS and Microsoft Excel software, the collected results were analysed. These were provided by the retail company under study and through a face-to-face questionnaire carried out in February 2020 in two stores of the same company. It was concluded that, in general, customers are satisfied with the MD1 brand and with in-store assistance. Who buys the MD1 brand the most and it’s new range are young girls aged up to 24 years. On the other hand, customers between the ages of 35 and 44 are the ones that least recommend it and the ones buying the brand the least. MD1 had an admirable increase in sales in all stores operated from one year to the next, after the implementation of the intervention project.
This dissertation explores a Portuguese food retail company that served as a case study to assess customer satisfaction. This satisfaction is analysed in order to understand whether the change in the strategy of selling products in the Hygiene and Beauty (HB) store area had a good reception within consumers. The changes occurred on one of the company’s HB private labels (MD1) as well as on the HB store space and the implementation of a new personalized service in the area. Thus, we want to understand if the bet on the private label brand was beneficial for the retailer and the customer and what the customer's perception is on the new store assistance approach. Using the SPSS and Microsoft Excel software, the collected results were analysed. These were provided by the retail company under study and through a face-to-face questionnaire carried out in February 2020 in two stores of the same company. It was concluded that, in general, customers are satisfied with the MD1 brand and with in-store assistance. Who buys the MD1 brand the most and it’s new range are young girls aged up to 24 years. On the other hand, customers between the ages of 35 and 44 are the ones that least recommend it and the ones buying the brand the least. MD1 had an admirable increase in sales in all stores operated from one year to the next, after the implementation of the intervention project.
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Palavras-chave
Satisfação do cliente Marca de distribuidor Retalho alimentar Higiene e beleza Estratégia de venda Customer satisfaction Private label Food retail Hygiene and beauty Sales strategy