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Made available in DSpace on 2016-04-25T16:44:33Z (GMT). No. of bitstreams: 1 Keyla Priscila dos Reis de Almeida.pdf: 2338860 bytes, checksum: d2a882d9e338893c786b64e6cc0017e7 (MD5) Previous issue date: 2013-05-24 / This paper analyzes how sensory marketing applied to the point of sales affects store attractiveness and shopper loyalty and preference levels. Experiential marketing has gained importance in a context in which physical shopping channels are not only increasingly competing with each other, but also being challenged by the online channel, which offers more convenience and, in some cases, better prices. One must bear in mind that shoppers are overwhelmed with visual stimuli and tend to respond better to stimuli involving more than one sense. This dissertation is a multiple case study which aims to compare loyalty and preference rates between two Carrefour hypermarkets: one with a traditional concept and another with the Planet concept. In the light of the ever-growing difficulties in differentiating hypermarkets from other channels, Carrefour Planet is an attempt on Carrefour's part to restructure its hypermarkets through purchase solution centers, in which each department conveys a differentiated atmosphere, focused on exploiting its key items and sensory elements. Despite Carrefour's efforts to differentiate its hypermarkets we conclude from this study that the sensory management approach did not promote an increase in shopper loyalty and preference rates when we compare a Carrefour Planet and a traditional Carrefour store, although the Planet store did stand out as the most attractive. We recommend the development of future studies comparing loyalty and preference rates for the same point of sale (before and after the employment of sensory elements) / O presente trabalho analisa a influência do marketing sensorial aplicado ao ponto de venda na melhoria dos índices de atratividade, lealdade e preferência dos shoppers à loja. O marketing experimental tem ganhado relevância em função da maior concorrência entre os canais de compra físicos e da disputa destes com o canal virtual, que oferece maior conveniência e, em alguns casos, melhores preços. Há que se levar em consideração que os shoppers estão sobrecarregados de estímulos visuais e que tendem a responder melhor a estímulos que envolvam mais de um sentido. Esta dissertação é um estudo de caso múltiplo que visa comparar os índices de lealdade e preferência de dois hipermercados da rede Carrefour, um com conceito tradicional e outro com conceito Planet. O Carrefour Planet é uma tentativa do Grupo Carrefour de reestruturar o hipermercado, através de centros de soluções de compra, no qual cada departamento transmite uma atmosfera diferenciada e centrada na exploração de seus principais itens e elementos sensitivos, pois os hipermercados têm encontrado dificuldades de se diferenciar ante os demais canais. Apesar dos esforços do Carrefour em diferenciar o hipermercado, é possível concluir do presente trabalho que a gestão sensorial do ponto de venda não trouxe aumento nos índices de lealdade e preferência dos shoppers quando comparadas a loja Planet e a loja Carrefour tradicional, embora a loja Planet tenha sobressaído como a mais atrativa. Recomenda-se o desenvolvimento de estudos futuros que comparem os índices de lealdade e preferência de um mesmo ponto de venda (antes e após o uso de elementos sensitivos)

Konsumenter fattar dagligen en mängd olika köpbeslut då det råder ett högt tempo i vardagenoch klädmodet förändras inför varje årstid. Konsumenter har olika behov och olikainställningar till shopping. För att som konsument få hjälp med att hitta rätt i modet och hittadet som passar en bäst, kan en Personal Shopper vara en lösning. I Sverige erbjuder endast ettfåtal butiker och köpcentrum denna tjänst i form av att kunden får personlig hjälp och råd medolika stilar och färger. Syftet med uppsatsen är att beskriva vad tjänsten Personal Shoppererbjuder och hur utbudet matchar konsumenternas köpmotiv för tjänsten, även se hur enPersonal Shopper påverkar kundens köpprocess från att ett behov uppstår, tillinformationssökning, alternativutvärdering, köp och utvärdering efter köp. Undersökningen ärav kvalitativ karaktär och har utförts genom en fallstudie bestående av intervjuer med enPersonal Shopper, kunder och en observation av ett kundmöte. Detta har resulterat i empirisktmaterial som tillsammans med teoretiska studier analyserats för att skapa ett reslutat. Dettahar vidare lett fram till slutsatser som svarat på uppsatsens problemformulering och slutligenrekommendationer till de personer som arbetar inom tjänsten.Flera olika köpmotiv har kunnat identifieras till varför en konsument väljer att använda sigutav tjänsten Personal Shopper. Undersökningen visar på att konsumenter är i behov av enförändring i deras liv och att de söker hjälp med att hitta tillbaka till sig själva samt hitta enegen stil som de kan följa. Resultatet visar att det finns en matchning mellan konsumentersbehov, önskemål och förväntningar grundat i deras köpmotiv och det som Personal Shoppernerbjuder i dagsläget. Resultatet har även visat på att köpprocessen påverkas av att en PersonalShopper nyttjas av en konsument för att utföra sina inköp. Det har kartlagts en typisk kund tilltjänsten som visar vilken konsumentgrupp som använder sig av tjänsten i nuläget.Avslutningsvis leder resultatet av undersökningen fram till rekommendationer som kanappliceras av Personal Shoppers för att kunna förbättra tjänsten.

This thesis deals with the evaluation of the quality of service in a selected subject, which is travel agency Čedok, Inc. In the first part of the thesis the theoretical starting-points and characterized terms related to the issue of service quality are defined. To obtain information regarding the literature search was used literature and other resources freely available in electronic and printed character. The second part includes a description of the company and analysis of the current state of the services provided by travel agencies using the methods of observation and survey. The method of Mystery Shopping uncovers weaknesses and is used as a feedback for further development. In the end of the thesis, there are some recommendations suggested for the company to improve service quality and increase customer satisfaction.

The thesis deals with mystery shopping as an important instrument of management, through its application in the company BAŤA, a. s., specifically in the store BAŤA Praha - Letňany. The aim is to apply the mystery shopping, which checks and then evaluates the appearance and tidiness of store, conduct, behavior, appearance and neatness of staff and also the level of customer service and to find out if the technical factors of store and the way of employees behavior to regular customers in the store, may be the cause of lower sales compared with the same period in 2014. The aim is also to propose recommendations to streamline the management of staff to improve customer service and remove deficiencies of service and store, which provide another increase of sales, increase of customer satisfaction and customer loyalty. The thesis is divided into theoretical and practical part. The theoretical part explains the concepts of management and mystery shopping. This part also deals with the different levels of management, developmental concept of management, inclusion of MS within the management system, its usability, users and also the advantages and disadvantages of its use, its particular phases, techniques and, ultimately, as well as its efficiency and success. The practical part deals with the application of research methods in the form of mystery shopping on the company BAŤA, a. s. in all its phases. Based on the information that has been processed to evaluate results, was evaluated appearance and tidiness of store, personnel area and also these two areas have been evaluated overall. The practical part of the thesis includes also suggestions and recommendations for the company BAŤA, a. s.

This study used personal interviews with Turkish female grocery shoppers to determine their shopping behaviors and attitudes. The sample was divided into two groups: deliberate and nondeliberate shoppers. The two groups were then compared in terms of their sociodemographic characteristics, importance placed on patronage motives, purchase location of selected grocery products, and their attitudinal orientations. Results are outlined and implications discussed.

Yes / Abstract Purpose: The best possible way for brick-and-mortar retailers to maximise engagement with personalised shoppers is capitalising on intelligent insights. The retailer operates differently with diversified items and services, but influencing retail atmospheric on personalised shoppers, the perception remains the same across industries. Retail atmospherics stimuli such as design, smell and others create behavioural modifications. The purpose of this study is to explore the atmospheric effects on brick-and- mortar store performance and personalised shopper’s behaviour using cognitive computing based in-store analytics in the context of emerging market. Design/methodology/approach: The data are collected from 35 shoppers of a brick-and-mortar retailer through questionnaire survey and analysed using quantitative method. Findings: The result of the analysis reveals month-on-month growth in footfall count (46%), conversation rate (21%), units per transaction (27%), average order value (23%), dwell time (11%), purchase intention (29%), emotional experience (40%) and a month-on-month decline in remorse (20%). The retailers need to focus on three control gates of shopper behaviour: entry, browsing and exit. Attention should be paid to the cognitive computing solution to judge the influence of retail atmospherics on store performance and behaviour of personalised shoppers. Retail atmospherics create the right experience for individual shoppers and forceful use of it has an adverse impact. Originality/value: The paper focuses on strategic decisions of retailers, the tactical value of personalised shoppers and empirically identifies the retail atmospherics effect on brick-and-mortar store performance and personalised shopper behaviour.

Submitted by ADELSON FERREIRA DA SILVA JUNIOR (adelsonj@uol.com.br) on 2016-09-16T18:54:53Z No. of bitstreams: 1 DISSERTAÇÃO Adelson Ferreira da Silva Junior.pdf: 4169013 bytes, checksum: bcfbf6d0b752b78c43041727b0b29f0a (MD5) / Approved for entry into archive by Pamela Beltran Tonsa (pamela.tonsa@fgv.br) on 2016-09-16T18:58:10Z (GMT) No. of bitstreams: 1 DISSERTAÇÃO Adelson Ferreira da Silva Junior.pdf: 4169013 bytes, checksum: bcfbf6d0b752b78c43041727b0b29f0a (MD5) / Made available in DSpace on 2016-09-16T19:36:55Z (GMT). No. of bitstreams: 1 DISSERTAÇÃO Adelson Ferreira da Silva Junior.pdf: 4169013 bytes, checksum: bcfbf6d0b752b78c43041727b0b29f0a (MD5) Previous issue date: 2016-08-29 / This dissertation seeks to deepen the understanding of how the phenomenon of prejudice and racial discrimination is developed, perceived and faced in brick and mortar stores during the consumer and seller interaction. The comparison of existing knowledge in the literature, combined with an interpretative qualitative empirical research performed with black consumers in the metropolitan area of São Paulo, has generated valuable contributions to the understanding of the theme in question, and to put in question current consumer approach practices adopted by the retailers. It is found that this phenomenon, in the way it is perceived in the context of this research, in some cases shows different of some proposals presented in the literature. Among the four main themes that emerged, some aspects are highlighted: 1) while recognizing the existence of the phenomenon and despite the reports that make them evident, most respondents hesitate and deny its occurrence with themselves, transmitting great discomfort in dealing with the issue; 2) it is noticed that the mechanisms of social categorization based on social identity theory (SIT), the theoretical framework adopted in this research, operate in the context studied, but are insufficient to understand how being the agent (the seller) of the same group (ingroup) of the target (the final consumer) discriminatory behaviors are still perceived against them; 3) given the perception that the phenomenon manifests itself in its most subtle forms, the main dilemma experienced by respondents is to distinguish a bad service from a discriminatory treatment; and 4) besides the prevalence of passive reactions to the phenomenon, there is great importance attached by respondents to the appearance and self-image adjustments, as a defense mechanism to deal with possible incidents of prejudice and discrimination. The phenomenon in question in the retail environment is a serious problem that mainly affects the target, but also impacts everyone involved and seems to pervade other social spheres. The difficulties to face it range from the dubious way by which it usually manifests, hindering its recognition, to the often seemingly passive reactions from the target. From these findings, the dissertation draws attention to the relevant and unpublished aspects on consumer-seller interaction in physical stores, not yet explored in the Brazilian context and that need to be deepened. As managerial implications, the research calls attention of the retailers about the importance of formulating strategies to prepare physical stores sales teams to face properly the threats posed by the phenomenon. Finally, in terms of public policies, the results contribute to the improvement of not only educational communication efforts aimed to a fairer consumption relationship between consumers and sellers, but also to reduce the existing and still intense phenomenon of racial prejudice and discrimination in Brazil. / Esta dissertação busca aprofundar o entendimento sobre como se manifesta, é percebido e enfrentado pelos consumidores o fenômeno do preconceito e da discriminação racial em lojas físicas, durante sua interação com vendedores. A comparação do conhecimento existente na literatura, combinado a uma pesquisa empírica de natureza qualitativa interpretativista realizada com consumidores negros da região metropolitana (RM) de São Paulo, gerou valiosas contribuições ao entendimento do tema em questão e colocou em xeque algumas práticas de abordagem de consumidores adotadas atualmente nos pontos de venda. Verifica-se que esse fenômeno da forma como é percebido no contexto desta pesquisa mostra-se em alguns casos diferente de algumas proposições apresentadas na literatura. Entre os quatro principais temas que emergiram, alguns aspectos se destacam: 1) apesar de reconhecer a existência do fenômeno e a despeito dos relatos que o evidenciam, a maioria dos entrevistados hesita e nega sua ocorrência consigo mesmo, transparecendo grande desconforto em tratar do tema; 2) observa-se que os mecanismos de categorização social da teoria da identidade social (SIT), referencial teórico adotado nessa pesquisa, operam no contexto estudado, mas se mostram insuficientes para o entendimento de como o agente (vendedor), sendo do mesmo grupo (ingroup) que o alvo (consumidor final), ainda assim são percebidos comportamentos discriminatórios; 3) dada a percepção que o fenômeno se manifesta nas suas formas mais sutis, o principal dilema vivido pelos entrevistados consiste em distinguir um mau atendimento de um atendimento discriminatório; e 4) além da prevalência das reações passivas ao fenômeno, destaca-se a importância atribuída pelos entrevistados à aparência e aos ajustes de autoimagem, como mecanismo de defesa para lidar com possíveis incidentes de preconceito e discriminação. O fenômeno em questão no ambiente de varejo é um grave problema que, além de afetar o alvo, impacta todos os envolvidos e parece permear outras esferas sociais. As dificuldades para o seu enfrentamento vão desde a forma dúbia como geralmente se manifesta, dificultando seu reconhecimento, até a maneira frequente e aparentemente passiva como o alvo reage. A partir dessas constatações, a dissertação chama a atenção para aspectos relevantes e inéditos, relativos à interação consumidor-vendedor em lojas físicas, ainda não explorados no contexto brasileiro e que precisam ser aprofundados. Como implicações de ordem gerencial, a pesquisa alerta os varejistas sobre a importância da formulação de estratégias capazes de preparar as equipes de vendas das lojas físicas a enfrentar de forma adequada as ameaças decorrentes deste fenômeno. Por fim, em termos de políticas públicas, os resultados da pesquisa contribuem para o aprimoramento dos esforços de comunicação educativa, com vistas a estimular não só uma relação de consumo mais justa entre consumidores e vendedores, mas também reduzir o ainda intenso fenômeno do preconceito e da discriminação racial no Brasil.

The purpose of this study was to develop a conceptual integrated online visual merchandising framework containing online visual merchandising themes that South African apparel e-tailers could use when developing an effective apparel e-store, with the main aim of possibly influencing consumer purchasing behaviour. The study adopted a consumer-centred response approach to online visual merchandising in an attempt to holistically consider this area of the South African e-tail industry from the consumer’s perspective. The study followed a pragmatic paradigm that implemented a mixed-method approach. The qualitative section of the mixed-method approach primarily comprised four focus group interviews as the main data-collection instrument. The data obtained during the qualitative section was analysed by Tesch’s inductive descriptive coding technique, better known as thematic analysis. The findings obtained during the qualitative section were used as the basis for the quantitative section of the mixed-method approach, which implemented a self-administered web-based questionnaire as the data-collection instrument. The data was analysed by means of the Statistical Package for Social Science (SPSS) version 23. The findings of the study delivered a conceptual integrated online visual merchandising framework that consists of 13 themes and 82 items. This conceptual integrated online visual merchandising framework will contribute to the South African apparel retail and e-tail industry, as both apparel brick-and-mortar retailers and apparel e-tailers in South Africa can benefit from using the conceptual integrated framework as a guideline. The value of the conceptual integrated framework lies in the fact that it includes consumers’ views regarding the online visual merchandising themes. Therefore, apparel e-tailers, as well as brick-and-mortar retailers that want to develop an e-store, or update an existing e-store, can use this conceptual integrated framework as a guideline to make their online offering as attractive as possible. This way involves the least possible online risks to ensure that online trust is created, and ultimately, that consumer purchasing behaviour has been influenced. / Business Management / D. Phil. (Management Studies)

Made available in DSpace on 2016-04-25T16:45:24Z (GMT). No. of bitstreams: 1 Antonieta Christovam.pdf: 545293 bytes, checksum: 392714c1398a2ae647aaa0a494819805 (MD5) Previous issue date: 2009-11-09 / The purpose of this study was to discuss the technique of qualitative research known as mystery shopper as a mean to decrease the biases shown by other qualitative techniques. As an specific goal, this work brought the possibility to overview all the other techniques in comparison to mystery shopper. The theory brought in this study supported an historical context to social research and its appliance to corporate field, mainly to marketing area. Also was discussed the definitions of quantitative and qualitative research, deeply of the last one applied to marketing research. An exploratory research was made, a case study, aiming to verify the possibility to apply a model originated from the theoretical research. This study contributed to verify the possibility of using mystery shopper technique in any type of company. This research brought the possibility to access customers´ perspective, helping in a closer analysis of an expected pattern and to lower the biases because of the possibility this technique gives to reanalyze all collected material / Este trabalho teve por objetivo a discussão do uso da técnica conhecida por cliente oculto como forma de minimização dos vieses apresentados por outras técnicas de pesquisa, em particular as de caráter qualitativo. Como objetivo específico, este trabalho teve ainda o intuito de abrir a possibilidade aos interessados em pesquisa qualitativa de terem acesso a um panorama geral sobre as mais conhecidas técnicas em comparação à técnica cliente oculto. Por meio da revisão teórica buscou-se trazer um apanhado da história da pesquisa social e a entrada em cena desta na área corporativa, mais especificamente mercadológica. Também foram discutidos conceitos de pesquisa quantitativa e qualitativa, além de se trazer uma análise desta última na área de marketing. Por meio de uma pesquisa empírica exploratória, do tipo estudo de caso único, buscou-se verificar a aplicabilidade do referencial teórico exposto e do modelo advindo do estudo. Este trabalho contribui para verificar a possibilidade de aplicação da técnica de cliente oculto em qualquer tipo de empresa. Essa pesquisa trouxe à tona a possibilidade de ter-se uma gama de informações sob a perspectiva do cliente, contribuindo para uma análise mais próxima aos modelos esperados pelas companhias e a minimização de eventuais biases pela possibilidade de reanálise do material coletado