CONSUMER BEHAVIOR AND FACTORS THAT AFFECT SATISFACTION AND RISK PERCEPTION OF PURCHASES OF OWN BRAND FOOD PRODUCTS

  • Rafael Castilho
  • Helenita Rodrigues da Silva Tamashiro Centro Universitário das Faculdades Metropolitanas Unidas
  • Edgard Monforte Merlo Universidade de São Paulo
  • Claudia Rosa Acevedo Centro Universitário das Faculdades Metropolitanas Unidas
Palavras-chave: Retail. Own brands, Perceived purchase risk, Satisfaction.

Resumo

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.

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Biografia do Autor

Rafael Castilho
Graduado em Administração pela Faculdade de Economia, Administração e Contabilidade de Ribeirão Preto FEARP – USP
Helenita Rodrigues da Silva Tamashiro, Centro Universitário das Faculdades Metropolitanas Unidas

Doutora em Administração pela Faculdade de Economia, Administração e Contabilidade – FEA/USP
Professora do Centro Universitário das Faculdades Metropolitanas Unidas – PPGA/FMU

Edgard Monforte Merlo, Universidade de São Paulo

Livre Docente pela Faculdade de Economia, Administração e Contabilidade - FEA-USP Doutor em Administração de Empresas pela Faculdade de Economia, Administração e Contabilidade - FEA-USP
Professor da Universidade de São Paulo – USP

Claudia Rosa Acevedo, Centro Universitário das Faculdades Metropolitanas Unidas

Doutora em Administração de Empresas pela Fundação Getulio Vargas – FGV
Professora do Centro Universitário das Faculdades Metropolitanas Unidas – PPGA/FMU

Publicado
2015-03-27
Como Citar
Castilho, R., Tamashiro, H., Merlo, E., & Acevedo, C. R. (2015). CONSUMER BEHAVIOR AND FACTORS THAT AFFECT SATISFACTION AND RISK PERCEPTION OF PURCHASES OF OWN BRAND FOOD PRODUCTS. INMR - Innovation & Management Review, 12(1), 351-370. https://doi.org/10.11606/rai.v12i1.100328
Seção
Artigos