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COMPORTAMENTO E PERFIL DO CONSUMIDOR DE SHOPPING CENTERS COMO BASE PARA ESTRATÉGIAS DE MARKETING

2011; Revista Inteligência Competitiva; Volume: 1; Issue: 2 Linguagem: Português

10.24883/ric.v1i2.12

2236-210X

Andrea Kassouf Pizzinatto, Marcos Antônio Maia de Oliveira, Nádia Kassouf Pizzinatto, Leonel Cezar Rodrigues,

Business and Management Studies

A competitividade aumenta em escala proporcional as necessidades e satisfacao dos consumidores, e as opcoes de aquisicoes de produtos aumentam em escala semelhante, haja vista os percentuais de compras realizadas por meios eletronicos e em estabelecimentos fisicos. O presente trabalho pretende identificar os atributos valorizados pelos consumidores/usuarios de Shopping Center, focando variaveis consideradas no nivel de satisfacao e lealdade as compras realizadas nos respectivos estabelecimentos pesquisados. A coleta de dados foi realizada por meio de entrevistas pessoais com 257 consumidores de tres Shoppings Centers localizados na cidade de Osasco - Shopping Osasco Plaza, Super Shopping Osasco e Shopping Uniao Osasco - que haviam realizado alguma compra no dia da pesquisa. Tais dados foram buscaram uma dimensao empirica com formulacao de questionario, com base nas variaveis propostas por Mesquita e Lara (2007), treinamento dos entrevistadores, digitalizacao dos dados e a realizacao de analises estatisticas utilizando o SPSS 13.0. As analises realizadas foram a analise fatorial exploratoria com extracao por componentes principais e rotacao ortogonal Varimax. O criterio para aceitacao das variaveis foi o de comunalidade superior a 0,4, carga fatorial superior a 0,5 com cargas cruzadas inferiores a 0,35. ABSTRACT CONSUMER BEHAVIOR AND PROFILE OF SHOPPING CENTERS AS A BASIS FOR MARKETING STRATEGIES Competitiveness increases in proportion to the scale and satisfaction of consumer needs, and options to purchase the products of many different tastes and preference equal increase in scale, since the percentage of purchases made by electronic means and physical establishments. This paper presents to identify the attributes valued by consumers / users of Shopping Center, focusing on variables considered in the level of satisfaction and loyalty purchases made in their stablishments surveyed. Data collection was conducted through personal interviews with 257 consumers in three shopping centers located in the city of Osasco - Osasco Shopping Plaza, Super Shopping Osasco and Osasco Shopping Union - which had made a purchase on the day of the search. These data were searched with an empirical scale development of a questionnaire, based on the variables proposed by Mesquita and Lara (2007), training of interviewers, digitization of data and conducting statistical analysis using SPSS 13.0. The tests were conducted exploratory factor analysis with principal components extraction and Varimax orthogonal rotation. The criterion for acceptance of the commonality of the variables was greater than 0.4, load factor greater than 0.5 with crossloadings below 0.35.