The Value for the Consumer in Retail
Shopping is not just a rational act, but also emotional, involving desire and pleasure. Therefore, retailers need to invest in actions, which create customer value, making the purchase an engaging time. The article’s objective is to understand what the shoppers, the role played by a person duri...
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| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
FUCAPE Business School
2015-01-01
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| Series: | BBR: Brazilian Business Review |
| Subjects: | |
| Online Access: | http://www.redalyc.org/articulo.oa?id=123035866003 |
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| _version_ | 1825207349634138112 |
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| author | Beatriz Cavalcante Chamie Ana Akemi Ikeda |
| author_facet | Beatriz Cavalcante Chamie Ana Akemi Ikeda |
| author_sort | Beatriz Cavalcante Chamie |
| collection | DOAJ |
| description | Shopping is not just a rational act, but also emotional, involving desire and pleasure. Therefore, retailers need to invest in actions, which create customer value, making the purchase an engaging time. The article’s objective is to understand what the shoppers, the role played by a person during the shopping process, value during the purchasing experience. The research used the meanend chains theory and the laddering technique to identify the formative value elements in a toy store. As a result, it contacted that to create value, the store should offer stimuli to assist children education, a magical and playful atmosphere, a variety that can awaken the child's desire, and foster a sense of a good purchase and the maximization of resources such as time and money. This research increases understanding, from the customer's perspective, of what is valued in a holistic shopping experience. |
| format | Article |
| id | doaj-art-87eaae5b36b0403baeb9dbb2451f6d00 |
| institution | Kabale University |
| issn | 1807-734X |
| language | English |
| publishDate | 2015-01-01 |
| publisher | FUCAPE Business School |
| record_format | Article |
| series | BBR: Brazilian Business Review |
| spelling | doaj-art-87eaae5b36b0403baeb9dbb2451f6d002025-02-06T23:39:30ZengFUCAPE Business SchoolBBR: Brazilian Business Review1807-734X2015-01-011224665The Value for the Consumer in RetailBeatriz Cavalcante ChamieAna Akemi IkedaShopping is not just a rational act, but also emotional, involving desire and pleasure. Therefore, retailers need to invest in actions, which create customer value, making the purchase an engaging time. The article’s objective is to understand what the shoppers, the role played by a person during the shopping process, value during the purchasing experience. The research used the meanend chains theory and the laddering technique to identify the formative value elements in a toy store. As a result, it contacted that to create value, the store should offer stimuli to assist children education, a magical and playful atmosphere, a variety that can awaken the child's desire, and foster a sense of a good purchase and the maximization of resources such as time and money. This research increases understanding, from the customer's perspective, of what is valued in a holistic shopping experience.http://www.redalyc.org/articulo.oa?id=123035866003retailshoppercustomer valueconsumer behavior and laddering |
| spellingShingle | Beatriz Cavalcante Chamie Ana Akemi Ikeda The Value for the Consumer in Retail BBR: Brazilian Business Review retail shopper customer value consumer behavior and laddering |
| title | The Value for the Consumer in Retail |
| title_full | The Value for the Consumer in Retail |
| title_fullStr | The Value for the Consumer in Retail |
| title_full_unstemmed | The Value for the Consumer in Retail |
| title_short | The Value for the Consumer in Retail |
| title_sort | value for the consumer in retail |
| topic | retail shopper customer value consumer behavior and laddering |
| url | http://www.redalyc.org/articulo.oa?id=123035866003 |
| work_keys_str_mv | AT beatrizcavalcantechamie thevaluefortheconsumerinretail AT anaakemiikeda thevaluefortheconsumerinretail AT beatrizcavalcantechamie valuefortheconsumerinretail AT anaakemiikeda valuefortheconsumerinretail |