Revelando el misterioFactores determinantes para la relevancia de mercados tradicionales en mercados emergentes

  1. Carla Pennano 1
  2. Juan S. Timaná 2
  3. Carlos Sanchís-Pedregosa 3
  4. Urpi Torrado Hudson 4
  1. 1 University of the Pacific
    info

    University of the Pacific

    Stockton, Estados Unidos

    ROR https://ror.org/05ma4gw77

  2. 2 ESAN Graduate School of Business
  3. 3 Universidad de Sevilla
    info

    Universidad de Sevilla

    Sevilla, España

    ROR https://ror.org/03yxnpp24

  4. 4 DATUM Internacional
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Book:
XXX Jornadas Luso-Espanholas de Gestão Científica: cooperação transfronteiriça. Desenvolvimento e coesão territorial. Livro de resumos
  1. PaulaOdete Fernandes

Publisher: Instituto Politécnico de Bragança

ISBN: 978-972-745-273-6

Year of publication: 2020

Pages: 241

Congress: Jornadas Hispanolusas de Gestión Científica (30. 2020. Bragança)

Type: Conference paper

DIALNET GOOGLE SCHOLAR lock_openIdus editor

Abstract

The purpose of this document is to investigate the determinants that influence consumers in their choice of retail formats for different grocery shopping tasks. This research will decompose total customer value into the dimensions posited in Sheth’s theory of consumption values: functional, emotional, social and epistemic dimensions and empirically test this conceptualization. The main contribution is the analysis and empirical testing of total customer value considering the conditional value as a moderating variable; the extension of Sheth´s original theory, proposing the inclusion of an additional variable to the social dimension - community values - in an emerging market grocery retail context. Being able to increase marketing and retail executives ’understanding of these additional aspects of consumer purchasing behavior is very relevant especially in a context of highly competitive, largely commoditized retail markets as differentiating factors and potential sources of competitive advantage

Data source: Dialnet