Elias Frederico

A influência do formato de varejo sobre a intenção de continuidade do relacionamento entre varejistas de moda e seus fornecedores

This paper presents the underlying determinants of relationship continuity among fashion retailers and their suppliers. Bibliographical review has focused on channel, industrial and relationship marketing literature and identified trust as a key role player for relationship continuity. Survey data has been collected from 154 product managers working in 29 fashion retail firms, belonging to 4 distinct retail formats: high and low end specialty shops, department stores and hypermarkets. Data has been grouped in factors and their influence over intention to stay measured under factor analysis and multiple regression techniques, respectively. Six correlated factors to dependent variable have been identified: supplier competencies, sales rep characteristics, willingness to agree, supplier values, product development and agility. Retailers, depending on the retail format, assign different weighs to these six determinants.

Determinants of Relationship Continuity between Fashion Retailers and Suppliers in Brazil

Fashion markets are characterized by increasingly short product life cycles and demand uncertainties. Due to these peculiarities, the patterns of relationships between suppliers and retailers have specificities that differ from more stable markets. This study identifies the aspects most valued by fashion retailers to maintain relationships with their suppliers in Brazil. The existing research encompassing distribution channels, as well as industrial and relationship marketing indicates the relevance of trust and commitment, their antecedents, and consequences. Based on the Morgan and Hunt KMV framework, we adjusted and tested a model in which supplier and seller elements are taken into account to reflect the characteristics of supplier and retailer relationships in the Brazilian fashion markets. Data were collected from a survey with 154 store brand product manager respondents from 29 firms, classified into four retail store formats: department stores, hypermarkets, upscale, and low-end specialty stores. Two distinct techniques were applied: SEM for aggregate data and factor analysis followed by multiple regressions for each retail format. Findings of qualitative and quantitative research indicate that the relationship continuity intention is mediated by affective commitment and by the trust dimensions credibility and benevolence, supporting the Morgan and Hunt Commitment and Trust theory. Six trust antecedents were identified in order of relevance: seller characteristics, agility, supplier competencies, willingness to agree, supplier values, and product development skills. Depending on retail format, product managers distinctly evaluated these trust antecedents, each one requiring a different approach by supplier and seller.

DETERMINANTES DA SATISFAÇÃO DO CONSUMIDOR NO PROCESSO DE SELEÇÃO DE ROUPAS INFANTIS

Esse artigo tem o objetivo de aumentar a compreensao do processo de escolha de roupas infantis. Para alcancar esse objetivo, recorreu-se a extensa revisao bibliografica e a um estudo exploratorio, identificando-se os principais atributos influenciadores para a satisfacao com o consumo de roupas infantis, que foram agrupados em tres grandes familias; caracteristicas do produto, produto como meio de expressao e aspectos extrinsecos ao produto. Procurou-se explorar a relacao entre essas tres dimensoes e a avaliacao da satisfacao com a compra e o uso do produto, pelo desenvolvimento de um modelo de equacoes estruturais para a predicao do nivel geral de satisfacao do consumidor, utilizando tais atributos influenciadores como variaveis explanatorias. O modelo estrutural mostra-se robusto, com R2 ajustado de 67% e associa a satisfacao as caracteristicas do produto, a sua aparencia e a moda. Finalmente, sao discutidas as implicacoes gerenciais desses resultados.

ANTECEDENTES DA CONFIANÇA PARA O VAREJISTA DE MODA

Este artigo apresenta os resultados de uma pesquisa realizada para identificar a percepcao de um varejista de vestuario sobre os aspectos determinantes da confianca no relacionamento com os seus fornecedores. A partir da revisao da literatura de marketing de relacionamento e da analise de conteudo de entrevistas em profundidade realizadas com 12 compradores de distintas organizacoes varejistas de moda, elaborou-se um questionario. 25 respondentes preencheram 121 questionarios cujos dados foram padronizados para minimizar o vies nas respostas. A analise dos resultados obtidos com a aplicacao de analise fatorial e regressao multipla sugere que a confianca, particularmente a credibilidade, e influenciada pelos tres antecedentes encontrados na literatura (caracteristicas do vendedor, valores do fornecedor, competencia no fornecimento), e identifica-se a importância de um quarto antecedente - disposicao ao acordo. Este fator reflete o interesse do fornecedor em convergir para uma solucao negociada. A pesquisa tambem identificou que a agilidade e a estrutura financeira do fabricante sao aspectos valorizados pelos compradores.