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Neste estudo são exploradas algumas das dimensões tidas como relevantes no processo de compra de bens de retalho alimentar do consumidor português, tanto na sua decisão entre insígnias de distribuição alimentar, como na escolha do canal de compras a utilizar. Realizada uma contextualização do setor e uma caracterização destas dimensões (preço, conveniência, confiança, diversidade de oferta), elaborou-se um estudo de caso de ordem reflexiva com o objetivo de perceber a perceção do consumidor português quanto ao peso destas dimensões nas suas decisões e hábitos de consumo.
Através de um inquérito por questionários administrado presencialmente a 100 sujeitos num dos pontos de venda da insígnia Auchan em Portugal, averiguou-se que dimensões mais encorajam o consumidor português a utilizar o canal de compras online em deterioramento da compra em loja e vice-versa, como também quais as dimensões mais importantes na escolha entre insígnias e estabelecimentos de distribuição alimentar. Posteriormente, através de um trabalho de pesquisa sobre as estratégias e investimentos mais atuais da Auchan, averiguou-se que estas demonstram uma forte correspondência com as necessidades e exigências do consumidor português nos dias de hoje, sendo que vão ao encontro da sua valorização nas diversas dimensões retratadas.
This study explores some of the dimensions considered relevant in the Portuguese consumer purchasing process of retail goods, both in their decision between food distribution corporations and shopping channels. After a characterization of the sector and these dimensions (price, convenience, confidence, diversity), a reflexive case study was elaborated with the purpose of understanding the Portuguese consumer’s perception in terms of the weight these dimensions take on their decisions and consumption habits. Through a questionnaire survey administered in person to 100 subjects at one of the Auchan’s stores in Portugal, it was examined which dimensions encourage the use of the online shopping channel the most, as well as which are the most important ones in the choice between food distributors and stores. After that, through a research work on Auchan’s most current strategies and investments, it was verified that these show a strong correspondence with the current needs and demands of the Portuguese consumers, being that they meet their valuation in the various dimensions addressed.
This study explores some of the dimensions considered relevant in the Portuguese consumer purchasing process of retail goods, both in their decision between food distribution corporations and shopping channels. After a characterization of the sector and these dimensions (price, convenience, confidence, diversity), a reflexive case study was elaborated with the purpose of understanding the Portuguese consumer’s perception in terms of the weight these dimensions take on their decisions and consumption habits. Through a questionnaire survey administered in person to 100 subjects at one of the Auchan’s stores in Portugal, it was examined which dimensions encourage the use of the online shopping channel the most, as well as which are the most important ones in the choice between food distributors and stores. After that, through a research work on Auchan’s most current strategies and investments, it was verified that these show a strong correspondence with the current needs and demands of the Portuguese consumers, being that they meet their valuation in the various dimensions addressed.
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Palavras-chave
Consumidor português Retalho Distribuição alimentar Digital Online Hábitos de consumo Preço Conveniência Confiança Diversidade de oferta Portuguese consumer Retail Food distribution Consumer habits Price Convenience Confidence Supply diversity