A RELAÇÃO ENTRE AS CAPACIDADES DE PRECIFICAÇÃO E O DESEMPENHO VAREJISTA

Autores

  • Carlos Alberto Alves Universidade Nove de Julho - UNINOVE
  • Luis Fernando Varotto Universidade Nove de Julho - UNINOVE
  • Marcelo Neves Gonçalves Universidade Nove de Julho - UNINOVE

DOI:

https://doi.org/10.19177/reen.v9e12016232-264

Palavras-chave:

Marketing, Varejo, Capacidades de Precificação, Desempenho.

Resumo

O objetivo deste estudo foi verificar empiricamente a relação entre as capacidades de precificação e o desempenho da varejista.Foi realizado um survey com 333 varejistas e utilizada análise estrutural para avaliar as relações entre caminhos.Os resultados apontam que,nas empresas varejistas, os preços baseados nas expectativas do cliente e os preços baseados nas condições concorrenciais do mercado possuem relação positiva e significativa com a Capacidade de Precificação que, por sua vez, possui relação positiva e significativa com o Desempenho Varejista.

Biografia do Autor

  • Carlos Alberto Alves, Universidade Nove de Julho - UNINOVE
    Doutor em Administração pela Univesidade Nove de Julho - UNINOVE. Coordenador e Professor do Curso em Tecnologia em Marketing da Universidade Nove de Julho - UNINOVE
  • Luis Fernando Varotto, Universidade Nove de Julho - UNINOVE
    Doutor em Administração pela Fundação Getulio Vargas - FGC/EASP. Professor da Universidade Nove de Julho - UNINOVE
  • Marcelo Neves Gonçalves, Universidade Nove de Julho - UNINOVE
    Mestre em Administração pelo Mackenzie. Professor da Universidade Nove de Julho - UNINOVE

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2016-05-05

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