Publicação
Grocery consumer relational perceptions: value typologies and environmentally sustainable consumption
| Resumo: | Understanding the concept of perceived value by the consumer has been the subject of several studies, in order to understand its impact on relational satisfaction between consumer and retailer. This understanding is relevant to the extent that relational satisfaction can be improved by retailers, in view of the value that consumers more perceived as essential in a relationship. In this sense, this study aims to identify consumer segments in accordance with their perceived value, which are characterised according to the risk of environmentally unsustainable consumption in their relations with the stores that they regularly attend, as well as their state of satisfaction and repurchase intentions. The segments were obtained based on a sample of 327 young adult consumers with schooling equal or greater than 12 years, living in central and southern Portugal. The methodology adopted is focused on a cluster analysis, based on a set of perceived value variables of consumer-retailer relationship after application of a principal component analysis. In addition, measures of descriptive statistics and hypothesis testing were used in order to characterise the sample and consumer segments. Four different consumer segments were obtained: "Prudent" (group of consumers who give importance to the functional value and less to the monetary value); "Intimate" (consumers privilege the emotional value); "Influenced" (especially the social value) and "Pragmatic" (combine the functional value and less the social). |
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| Autores principais: | Gonçalves, Marta Catarina Fernandes |
| Assunto: | Consumer perceived value Relational satisfaction Risk of environmentally unsustainable consumption Segmentation Risco de consumo ambientalmente insustentável Satisfação relacional Segmentação Valor percebido pelo consumidor |
| Ano: | 2014 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | ISCTE |
| Idioma: | inglês |
| Origem: | Repositório ISCTE |
| Resumo: | Understanding the concept of perceived value by the consumer has been the subject of several studies, in order to understand its impact on relational satisfaction between consumer and retailer. This understanding is relevant to the extent that relational satisfaction can be improved by retailers, in view of the value that consumers more perceived as essential in a relationship. In this sense, this study aims to identify consumer segments in accordance with their perceived value, which are characterised according to the risk of environmentally unsustainable consumption in their relations with the stores that they regularly attend, as well as their state of satisfaction and repurchase intentions. The segments were obtained based on a sample of 327 young adult consumers with schooling equal or greater than 12 years, living in central and southern Portugal. The methodology adopted is focused on a cluster analysis, based on a set of perceived value variables of consumer-retailer relationship after application of a principal component analysis. In addition, measures of descriptive statistics and hypothesis testing were used in order to characterise the sample and consumer segments. Four different consumer segments were obtained: "Prudent" (group of consumers who give importance to the functional value and less to the monetary value); "Intimate" (consumers privilege the emotional value); "Influenced" (especially the social value) and "Pragmatic" (combine the functional value and less the social). |
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