O valor recebido pelos clientes da base da pirâmide nos serviços oferecidos pelo varejo.

Abstract

The purpose of this dissertation is to check the customer value of the base of the pyramid in the clothing retail. More specifically the perceived value for this customer of product quality and service quality. To develop this study a survey was conducted within four retail stores in the cities of Lajeado (2),Venâncio Aires (1) and Santa Cruz do Sul (1), whose target audience are the social classes C, D and E. This research was developed in two stages; the first stage was an exploratory qualitative research, conceptualized as direct observation non-participant/structured. In the second step was applied a quantitative study that was conducted in two phases. The first phase was a research in a database of one of the stores surveyed, to see how the clients had behaved over the time. This research contains information of 51,502 customers over the period from 2007 to 2011. In the second phase, a survey was administered. One hundred (100) questionnaires were administered in each store, in an amount of 400(four hundred) questionnaires. It was sought in the literature a conceptual model close to the proposed objectives for this work, to check what the customer perceives as value during service in the clothing retail. The questionnaire was developed with basis on the SER-PERVAL scale(Petrick,2002), which comprises five interrelated dimensions: product quality; service quality (behavioral and emotional response); monetary price and non-monetary price (sacrifice); and reputation. The questionnaires were administered within four stores, as soon as the customer had made the purchase. The dimensions that had the greatest influence on perceived value were service quality, followed by behavioral response and ease of payment. The results demonstrated that low-income customers, through lines of credit, are less sensitive to the price perception, that appears in fourth place, and also to the quality of products, that appears only in third place as a perception of value. This highlights the importance of customer services at the time of purchase, in order to generate value for the low-income customers and create bonds with them.