Analytical guidance or intuition? What guides management decisions on the most important customer value attributes in the supermarket retail?
DOI:
https://doi.org/10.5585/remark.v20i2.16106Keywords:
Analytical orientation, Value Proposition, Ranking, SupermarketAbstract
Objective: To identify and discuss the possible use of analytical orientation in management decision-making about the most relevant value attributes for supermarket retail customers. Additionally, to identify the most important value attributes for these customers.
Method: developed in two phases. In the quantitative, a survey was applied with 480 respondents, analyzing variables means and chi-square test. In the qualitative, a single case study was conducted, using semi-structured interviews and content analysis.
Originality/Relevance: the literature on consumer value fills part of the gap about a specific context and presents a ranking of value attributes from the perspective of the supermarket. Related to analytical orientation (AO), it improves our understanding of how AO supports supermarket managers’ decisions. Taking into account the difficulty in understanding decision-making, that occurs inside the manager's mind, that this is an important contribution.
Results: price, quality, variety, and proximity are the most important attributes for supermarket consumers. Moreover, the decisions that employ the highest volume of analytical resources are those linked to the most important attributes: price and quality. On the other hand, the individual’s experience guides, entirely, the decision on the variety that is seen as a fundamental aspect given the importance of aligning the consumer needs and the management choices.
Methodological contributions: The method used to create the ranking was not found in the literature. We believe that this is a methodological contribution to other research in marketing.
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