Quality Perceived in Supermarket Activities of Management by Category

Abstract

Management by Category (MC) is a now common in large supermarket chains to provide better exposure/supply, a greater variety of brands/sizes, competitive pricing and efficiency in promotions, seeking to generate high standards of quality as perceived by clients. No references are found in literature to studies focusing on evaluation of quality related to the levels of services offered by supermarkets using MC. This study aimed to analyze the variables related to MC that make up the quality scale SERVPERF and to change the scale dimensions in the context of Category Management. Based on the theoretical concepts of Category Management and the SERVQUAL and SERVPERF scales, a field study of a descriptive nature was carried out with a random sample of 250 consumers residing in the ABC region of Sao Paulo who are responsible for the decision to purchase supermarket beauty and personal hygiene products. Results were analyzed using descriptive statistics and exploratory factor analysis. The SERVPERF scale adapted to the MC variables was used to establish the dimensions of the quality of services provided by supermarkets: environment, confidence and image. These dimensions may be useful as a guide in the formulation of supermarket customer relations and service policies.