Entendendo a propensão de recompra do consumidor de baixa renda paraense no setor varejista de alimentos

Abstract

The retail industry has many challenges in competitive terms. Many believe that only the price is responsible for the satisfaction and consequent customer loyalty. However, the marketing tools can be used to differentiate and generate competitive advantage for participants in this sector. This is a study that measures the marketing elements impacts on low-income consumer satisfaction and its influence in relation to repurchase intentions. This study provides information that contributes to small food retailers seeking to improve market share in the low-income segment. A descriptive research was conducted in a city on the north of the country and through a survey we obtained a sample performed with 384 elements to measure the impacts on the satisfaction of individuals with low income by factors Product, Price, Point of Sale, Promotion and people. From the statistical analysis, it was found that the product factors, Promotion and Point of Sale influence statistically significantly customer satisfaction and satisfaction influences statistically significantly intend to supermarket customer repurchase. Although low-income consumers form the sample, the price factor does not influence the satisfaction of these consumers as well as the People factor.