CONSUMERS PERCEIVED VALUE: AN EXPLORAT ORY STUDY ABOUT

Abstract

In Brazil, big food retails are losing space to small formats like, among others, small supermarkets, street formats, and bakeries. The consumers try to do their shopping in 122 places where the onus is decreased and the bonus is increased. To this phenomenon comprehension, the following research problem was presented: what are the onus and bonus that consumers perceive in the choice of a kind of store format to do theirs foods shopping? A knowledge review about perceived value and its antecedents was done. Then an exploratory research with in-depth interviews was done with 51 households (26 of low income and 25 of high income) was conducted in a medium Brazilian city. The results showed that the consumer’s mainly preoccupation was with the issues of price and travel time (proximity). The Holbrook’s (1999) values were also analyzed, as well as efforts and perceived risks. In the work’s conclusion limitations and suggestions for new researches are presented.