De que forma os consumidores percebem as marcas próprias?: mapa perceptual de marcas próprias de gêneros alimentícios dos três maiores varejistas de alimentos do Brasil

Abstract

Private labels present an alternative to the manufacturer\'s brands. Brazilian food retailers have increased the investment in private labels and it is justified as private labels may help develop loyalty, profit margins and competitive differentiation. However, researches concerning the perception of private labels´ image are not common, being possible to highlight some national studies. In this sense, this study aims at investigating how consumers perceive the positioning of private labels offered by the three largest food retailers in Brazil (in terms of gross sales). To achieve these objectives, a perceptual map is developed and the research was divided in two phases. During the first phase, a questionnaire was developed based on theoretical research, collection of secondary data and observation of the selected retailers\' stores. During the second phase, the questionnaire was applied to consumers. From the results obtained it was possible to group the set of responses into categories and to construct a perceptual map from the general synthesis of two maps: one obtained by overall similarity, and another one obtained by the dimensions variety, price and packaging. Both maps were developed using the Multidimensional Scaling. Results show that there is a partial convergence between them and indicate the possibility of another unifying attribute.