Título: | THE USER INTERACTION WITH DIFFERENT PURCHASING CHANNELS FOR GROCERY ITEMS IN THE POST-COVID-19 CONTEXT | ||||||||||||
Autor: |
LOUISE HAMOND REGUA MANGIA |
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Colaborador(es): |
MARIA MANUELA RUPP QUARESMA - Orientador CINTHIA SIGNORELLI RUIZ SANTAMARIA - Coorientador |
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Catalogação: | 03/FEV/2025 | Língua(s): | PORTUGUESE - BRAZIL |
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Tipo: | TEXT | Subtipo: | THESIS | ||||||||||
Notas: |
[pt] Todos os dados constantes dos documentos são de inteira responsabilidade de seus autores. Os dados utilizados nas descrições dos documentos estão em conformidade com os sistemas da administração da PUC-Rio. [en] All data contained in the documents are the sole responsibility of the authors. The data used in the descriptions of the documents are in conformity with the systems of the administration of PUC-Rio. |
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Referência(s): |
[pt] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=69231&idi=1 [en] https://www.maxwell.vrac.puc-rio.br/projetosEspeciais/ETDs/consultas/conteudo.php?strSecao=resultado&nrSeq=69231&idi=2 |
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DOI: | https://doi.org/10.17771/PUCRio.acad.69231 | ||||||||||||
Resumo: | |||||||||||||
The use of digital technologies during COVID-19 has impacted the lives of
consumers and businesses, especially in the grocery items niche. With the resumption of
in-person commerce, consumers have become more demanding in their purchasing
journey, incorporating new channels and touchpoints. This scenario has been addressed
worldwide, however, in Brazil, this discussion is limited. Mapping and understanding users
and their interactions with the different purchasing channels for grocery items is essential
to understand journeys and propose improvements to these services. In this study, an online
questionnaire was applied to a sample of adult Brazilian participants, and a semi-structured
interview were applied to 17 participants. The questionnaire results identified three groups
of consumers: exclusively in-person (59 percent), hybrid (39 percent) and exclusively online (2 percent).
The interview with the representatives of the hybrid group allowed us to identify four
profiles of consumers in this niche, characterizing the following personas: convenient
buyer, opportunity hunter, selective and experience explorer. Journey maps identified the
personas’ purchasing flows. The results showed that users still prefer the in-person
purchasing format despite the adoption of digital channels. The digital purchasing
experience revealed the existence of gaps regarding usability, optimization of service
channels, and the process of selecting and transporting perishables. These results reveal
that these points are still critical in the users journey to acquire grocery items, requiring
solutions in the field of design for the efficiency of services, satisfaction, and loyalty of
Brazilian consumers.
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