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- Title
CONSUMER BEHAVIOR AND FACTORS THAT AFFECT SATISFACTION AND RISK PERCEPTION OF PURCHASES OF OWN BRAND FOOD PRODUCTS.
- Authors
Castilho, Rafael; da Silva Tamashiro, Helenita Rodrigues; Merlo, Edgard Monforte; Acevedo, Claudia Rosa
- Abstract
In view of increased competition, combined with political, economic, social and technological uncertainties, the Brazilian retail sector has been going through a transformation process led, on the one hand, by market pressure itself, and on the other hand, by the permanent struggle for survival. From this point of view, foreign and Brazilian retailers saw the own brand segment as a viable marketing alternative for maximizing their turnover and meeting consumer needs and wishes. In that sense, this research aimed to identify factors that affect risk perception of purchases of own brand food products. Using an exploratory and quantitative approach, structured electronic questionnaires were applied using Google Docs. SPSS software was used for data analysis with a convenience sample of 250 individuals. This allowed the application of multivariate analysis techniques. Factors that were generated from applied analyses allowed us to conclude that risk elements are perceived differently, according to each analyzed category.
- Subjects
BRAZIL; CONSUMER attitude research; RISK perception; HOUSE brands; GROCERY industry; RETAIL industry; CUSTOMER satisfaction research; STANDARDS
- Publication
Revista de Administração e Inovação (RAI), 2015, Vol 12, Issue 1, p351
- ISSN
1809-2039
- Publication type
Article
- DOI
10.11606/rai.v12i1.100328