CONSUMER BEHAVIOR AND FACTORS THAT AFFECT SATISFACTION AND RISK PERCEPTION OF PURCHASES OF OWN BRAND FOOD PRODUCTS
Palabras clave:
Retail. Own brands, Perceived purchase risk, Satisfaction.Resumen
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.Descargas
Los datos de descarga aún no están disponibles.
Descargas
Publicado
2015-03-27
Número
Sección
Artigos
Licencia
• O(s) autor(es) autoriza(m) a publicação do artigo na revista;
• O(s) autor(es) garante(m) que a contribuição é original e inédita e que não está em processo de avaliação em outra(s) revista(s);
• A revista não se responsabiliza pelas opiniões, ideias e conceitos emitidos nos textos, por serem de inteira responsabilidade de seu(s) autor(es);
• É reservado aos editores o direito de proceder ajustes textuais e de adequação do artigos às normas da publicação.
Cómo citar
CONSUMER BEHAVIOR AND FACTORS THAT AFFECT SATISFACTION AND RISK PERCEPTION OF PURCHASES OF OWN BRAND FOOD PRODUCTS. (2015). INMR - Innovation & Management Review, 12(1), 351-370. https://www.revistas.usp.br/rai/article/view/100328