Atitude dos consumidores com relação a compra de hortifruticolas em varejistas na cidade de Campinas - SP

AUTOR(ES)
DATA DE PUBLICAÇÃO

1998

RESUMO

This study examines the attitude of consumers with respect to the buying of horticultural products, determining the important factors which influence the choice between supermarkets and open markets and between supermarkets and one-price/retail markets in the city of Campinas, Brazil. Initially the opinion of the consumers about the different retailers in the city as satisfactory outlets for the sale of horticultural products, was raised. The results of this first step were used to produce the items which made up the questionnaire, based on the Likert scale. The questionnaires also included the socio-economic data of the interviewees. Thus in the first phase, a questionnaire was applied to 101 consumers, 51 being interviewed in supermarkets and 50 in open markets. In the second step, a different questionnaire was applied to 103 consumers, 53 in one-price/retail markets and 50 in supermarkets. Each interviewee was requested to evaluate the degree with which he agreed or disagreed with each item, using a Likert 7-point scale anchored at the extremes in "disagreed a lot" and "agreed a lot". The results were evaluated by calculating the average values, the standard deviation, Pearson s coefficient of correlation, the t-test (p <0,05) and frequency. The results showed that quality, assistance by workers and arrangement of the products were considered satisfactory by all the interviewees, in all the retail establishments studied. In the first phase, the individuals in the open markets placed importance on the price, the localization, the parking, the c1eanliness, the personal security and the sale of pre-washed products, in the supermarkets. However these same individuals complained that the products in the supermarkets were squashed and not very fresh and that assistance from the workers was slow. The individuals interviewed in the supermarkets also considered the products commercialized in these establishments as not very fresh and those sold in the open markets as fresh. It is important to add that in this phase of the research, the consumers were unanimous in acclaiming the practicability offered by the parking lots of the supermarkets, and the lack of parking space at the open markets was considered inconvenient. In the second phase, the single price per kilo and the price in general were considered the main advantages of the one-price/retail markets. The parking lot item continued being pointed out as a very important point in favor of the supermarkets, considerable dissatisfaction being shown by the interviewees at the two retail establishments studied, with respect to parking at these establishments. Apart from the parking lots, the acceptance of credit cards by the supermarkets, the facility of finding pre-washed horticultural products containing no chemical products, the cleanliness, the quality, the variety of other products available m addition to the horticultural products and how easy is to find the products were additional items of satisfaction with respect to these outlets, the opposite view being raised with respect to the one price/retail markets. It must be added that both m the first and second phases, the individuals interviewed m supermarkets declared themselves content with the following items: parking lots, quality, product variety, assistance by workers, cleanliness, product arrangement, personal security and the variety of other products available m addition to the horticultural products. However, with respect to price, different positions were raised m the first and second phases by those interviewed in the supermarkets. Thus comparing the open market with the supermarket, the prices of the latter were considered an advantage, whereas between the one-price/retail markets and the supermarkets, the former were considered favorable.

ASSUNTO(S)

consumidores - atitudes escolha (psicologia) comercio varejista

ACESSO AO ARTIGO

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