It is with great satisfaction that I return to PMKT’s Editorial Board, accepting the invitation by ABEP’s Board of Directors, and with the commitment by its Higher Council to uphold the continuity of this publication, and the reiteration of this initiative’s strategic importance as a tool to bring ABEP closer to academia.
I hereby announce the following changes and innovations being implemented at PMKT:
- PMKT will now rely on an expanded Editorial Board, including other important names in the research industry in Brazil and abroad, both in the academic as is in the professional arenas.
- As announced in the previous issue, PMKT will now feature only its online version, continuing the print issue that ceased circulating in Volume 11/February/2013. Therefore, PMKT will now have two ISSNs: 1983-9456 (for the print issue) and 2317-0123 (for the online version).
- As from this Issue, Volume 13/October/2013, PMKT will be published in two versions: Portuguese and English.
- Also, as from Volume 13, PMKT will have the following denominations for the Portuguese and English versions, respectively:
- PMKT - REVISTA BRASILEIRA DE PESQUISAS DE MARKETING, OPINIÃO E MÍDIA.
- PMKT - BRAZILIAN JOURNAL OF MARKETING, OPINION, AND MEDIA RESEARCH.
- The issues will continue to be published half-yearly, yet there will no longer be a set number of approved articles for publication in each volume.
- PMKT’s Reviewing Board will be expanded from the current 60 reviewers to approximately 100, now including International Reviewers. All Reviewers will have at least PhD Degrees in research-related areas.
- The résumés of the Editor, members of the Editorial Board and Reviewers will be available on the magazine’s website, with links to their Lattes résumés.
The process to elaborate a journal such as PMKT is extremely complex and, to be successful, we rely on the collaboration of countless partners: ABEP’s Board of Directors, Advisors, Authors, Reviewers, Copywriters, Editorial Coordinators, Online Coordinators, to mention a few. For that reason, I count on the continuity of all those invaluable contributions so that PMKT’s goals will continue to be reached.
I thank all in advance for their cooperation.
Fauze Najib Mattar – Editor
Statistics of articles submitted to PMKT
from September/2008 to December/2013
|Total articles submitted
|Withdrawn from review process by authors
|Refused without review (Desk Review)
|Under review by the Editor
|Under Blind Review
|Approved with restrictions (with authors for correction)
|Approved awaiting publication
|Published until Volume 13 (October /2013)
CURRENT ISSUE (Volume 13 - October 2013)
Why and how Students Complain: a Study of the Intentions and Implications of Undergraduates’ Complaints
Tânia Modesto Veludo-de-Oliveira / Antonio Benedito de Oliveira Jr. / Rogerio Scabim Morano / Paulo Cesar Calábria / Omar Magalhães Dias
Article 1, pp. 1-14
Students’ behaviour when they complain has received more attention in recent years. The number of research projects dedicated to investigating the marketing practices of Higher Education Institutions - HEI in their relationship with their public, including students, has been increasing. This study sought to investigate students’ intentions to complain about HEI to friends and others, whether in person or over the internet, the degree of student dissatisfaction and the response of HEI to the complaints received. This quantitative research project collected data from 80 students attending different HEI and analyzed them by factorial analysis and multiple linear regression, in accordance with Lala and Priluck (2011). The results indicate that the HEI should adopt more effective strategies in their management of students’ complaints to create a more fruitful student-HEI relationship
Signaling Quality in E-Commerce Prior to Purchase: Differences between Luxury E-Retailers and Mass E-Retailers
Ana Akemi Ikeda / Camila Assis Martins / Marcos Cortez Campomar
Article 2, pp. 15-33
This paper aims to identify the differences between the luxury and mass sector in the virtual environment, using as a reference the scales SERVQUAL, E-S-QUAL and E-RecS-QUAL, the last two focused on quality in e-services. How are consumers able to infer the quality of services provided by websites of luxury retailers and mass retailers prior to purchase? First, we conducted a theoretical review by comparing the scales mentioned. Then, we conducted a qualitative field research, by observation and analysis of content, aiming to identify whether there are elements in websites that indicate higher service quality prior to purchase in websites of luxury retailers in comparison to websites of mass retailers. The dimensions of the e-services scales mentioned were used to support the collection method (by observation, visits to the websites). The qualitative results indicate few differences between websites of luxury retailers and mass retailers in terms of services, design and organization of websites, return policies, privacy and contact methods prior to purchase. In this context, websites of luxury products seem to depend on the image of the brands they sell or the positioning they have with their physical shops..
Analysis of Differentiation Strategy and Profitability of Business Auto Parts Industry in Brazil
Viviane Chunques Gervasoni / George Bedinelli Rossi / Dirceu da Silva
Article 3, pp. 34-45
The objective of this research is to investigate how costs and expenses explain the profitability of the company with emphasis on Statistical Analysis of Differentiation Strategy in Product Quality. The literature review indicates that the company's profitability depends on the generic strategy adopted to deal with this structural force in the industry. Among these strategies should focus on the differentiating features unique and valued by the purchasers and at the same time, attempt to costs. This study was done using the values of costs, expenses, and net sales of seven companies, originally extracted from the financial statements of the same, published by BM&F BOVESPA. These analyzes via multiple regression indicate that costs and expenses explain the profitability in the auto parts industry when it adopted the generic strategy of differentiation management in product quality.
The Smartphone Experience Marketing: Cocreating Value through Mobile Apps
Mariana de Freitas Coelho / Pedro Ferraz de Andrade Augusto dos Santos
Article 4, pp. 46-66
This article aims to identify the elements present in experience marketing interaction among consumers of Apple-branded smartphones and their applications. Based on the scenario of a significant expansion of the software applications market, this study investigated the relationship between the use of applications on smartphones and the transition in the locus of value creation by the company, which would occur within the paradigm of experience economy. A qualitative exploratory research evaluated interviews with iPhone users and their experiences with the applications. Among the results, based on related elements present in the literature, the economics of applications is contained in the paradigm of experience. This requires of the companies the ability to move beyond the focus on products and services, so as to provide a complete customer experience and thus achieve a higher position compared to its competitors.
The Promotion of Flyers and the Consumer Purchase Decision: a Quantitative-Descriptive Research
Karoline dos Santos Lino / Cynthia Cristina dos Santos / Diego Brizante dos Santos / Monik Mitsuko Matsumoto / Priscila Pennella Cardoso / Tamyres Matiko Yamamoto / Giuliana Isabella
Article 5, pp. 67-87
Considering the relevant investments in advertising and communication deployed by supermarket chains, this article aimed to explore the influence of promotional flyers in consumer purchase behavior. Flyers are widely used by the retail segment, but not always studied by the academy. To explore the influence of flyers, two research studies were conducted in a large hypermarket. The intent of the first study was to identify the relationship between the goal of consumer purchase and products purchased under disclosure in flyers. The second study was conducted through form and aimed to ratify the data found in the first study. In addition, the questionnaire was complemented by questions such as categorized product purchases. The data analysis presented evidence of the influence of flyers at the time of purchase. According to the field research conducted, 8.4% of people who have received or picked up flyers in the supermarket used the flyers during shopping and bought a larger number of products compared to those who did not obtain flyers. In addition, according to the study participants, the consumers were reminded of the need to purchase products when they had the flyers.
Environmentally Responsible Practices in Supermarkets: a Study of Relevance for Customers
Fernando Shigueo Omoto Bittar / João Eduardo de Oliveira Duarte Ferreira / Maria Lucia Borba / Bassiro Só
Article 6, pp. 88-105
The world is undergoing several transformations caused by the man intervention in the environment. Faced with this question, human society and business organizations began to structure themselves bringing environmental responsibility for this scenario. This study aimed to identify the importance of environmental responsible practices to consumers in supermarkets. The ranking of environmental practices and a comparison with the other variables that consumers take into account when choosing a supermarket, emerged as specific objectives of this study. To achieve these objectives, we performed a literature research about Corporate Social Responsibility and Environmental Responsibility and their respective practices. In addition, an empirical research was performed with 272 consumers of a supermarket chain. Analyzing the data, some findings caught attention like: a major concern of consumers about environmental practices and only 37% of respondents believe that the supermarket chain of this research is concerned about the environment.
Analysis of Private Label Management in Non-Metropolitan Brazilian Retailers
Daniela Vasconcelos de Arruda / Vérica Marconi Freitas de Paula / Verônica Angélica Freitas de Paula
Article 7, pp. 106-122
Private labels have achieved more space on supermarkets´ shelves as this strategy may help increase retailers´ competitiveness, impacting on their profitability. This paper aims at analyzing private labels´ adoption and management in supermarket chains from non-metropolitan regions in Brazil, as well as the selection process of private labels´ suppliers. In order to achieve these objectives, two retailers were studied. Interviews were developed using a script previously applied in another research and they were recorded and then transcribed. The dimensions: general aspects of private labels, private labels management and selection and evaluation of private label suppliers were analyzed. It was possible to notice that supermarkets adopt private labels seeking mostly customer loyalty and to increase profitability. Retailers evaluate opportunities to introduce these products, positioned as intermediaries (after leading brands). During the selection of private label suppliers, aspects such as product quality and the manufacturer’s financial situation are analyzed. It is possible to conclude that offering private labels is viable and may benefit non-metropolitan Brazilian retailers as it promotes brand recognition, customer loyalty and profitability.
Marketing Information Management of Cooperative Network Retail Construction Materials from Paraná: a Multicase Study
Sandro Deretti / Mirian Palmeira
Article 8, pp. 123-147
This article describes how does marketing information management from retailers of construction materials. We conducted a study of multicases, with on-line questionnaire answered by 15 members and retailers and by the Manager of each of the four networks formally constituted and operating in this segment in the State of Paraná, Brazil. The results
show the high importance attached by the managers of networks in relation to procedures for the management of marketing information from these organizations. However, the use of specific practices for this purpose reveals operational limitations in steps of determination of needs, acquisition, dissemination and use of marketing information. Are also pointed some differences between the networks managers opinions and perceptions of the storekeepers in respect of various activities of specific marketing information management. Concludes that the marketing information management on networks observed is targeting basically for promotion and dissemination actions.
Predictive Modeling and Monitoring of Municipal Elections in the City of São Paulo through Decision Tree Technique
Claudia Sciortino de Reina / Diego Monteforte Pintor
Article 9, pp. 148-166
This paper presents an application of supervised decision tree models, in particular the algorithms CART (Classification and Regression Tree) and Random Forest, as predictors of voting for mayor of the city of São Paulo, in 2012 elections, based on the political, socioeconomic and demographic characteristics of voters. To do this, six surveys published by IBOPE Inteligência during the first round of elections (between 7/31/2012 and 10/1/2012) and four researches published during the 2nd round (between 10/9/2012 and 10/27/2012) were taken into account. The application of supervised decision tree models in both rounds of the elections contributed to the identification of the most relevant variables in order to explain the voting intention of electors in the city of São Paulo. Additionally, it allowed describing the evolution of the voting intention, according to the considered models, and comparing it with the evolution of the voting intention effectively observed.
Consumer Behavior of Low-Income Women: Study of Treatment Services in Hair Salons
Sergio Ricardo Goes Oliveira / Edivaldo Pereira da Silva Filho
Article 10, pp. 167-185
This study aimed to investigate the behavior of female low-income consumers regarding hair care services performed in beauty salons. The research used a qualitative and exploratory approach. The research was conducted in the cities of Maceio and Salvador for its considerable concentrations of low-income population. In-depth interviews were conducted through semi-structured guidance. The surveyed were selected by convenience in salons located in popular neighborhoods. Data analysis was performed using content analysis. The results of the data collected in the two cities showed great similarity. The main findings revealed by this research were: relationship between consumption and formation of self-esteem, existence of great influence of the family group and friends, a joint analysis of professional service and product brands used and, hygiene and cleanliness as component of choice service provider.
Influence of Nutrition Information on the Choice of Food Products: a Conjoint Analysis
Ana Augusta Ferreira de Freitas / Mariana Chaves Pereira
Article 11, pp. 186-199
Although empirical research has shown that consumers are increasingly aware when it comes to the nutritional quality of foods, the value assigned to this feature on the other is unknown. This article aimed to identify, through joint analysis, what is the relative importance of nutritional quality in relation to other attributes, in the choice of food products. After a bibliographical research were chosen four characteristics, each with two levels: price, brand, type and nutritional quality. With the help of specific software, were generated eight product profiles and a field research was carried along the 130 students. The results showed the brand as the factor of greater relative importance, followed closely by the importance given to the typology and nutritional quality. The price of the product was the factor that had the smallest impact among the surveyed.