A satisfação dos consumidores com a oferta de frutas, legumes e verduras em supermercados de Itaqui-RS

Abstract

Itaqui is a municipality located in the border area west of Rio Grande do Sul, with an approximate population of 39,088 inhabitants, is configured as an important center of production and rice processing. There is shortage in the supply of fruits and vegetables (FLV) in the municipality, therefore, local retailers end up choosing as the main suppliers of the central Rio Grande do Sul Supply (CEASA / RS). The aim of this study was to analyze consumer satisfaction of FLV in the city of Itaqui. The survey was conducted from February to May 2016 in four supermarkets, which were selected because they have higher customer flow. The method of research was exploratory and data collection of respondents was divided into two stages, the first, an interview with the management of supermarkets and the second step was the application of 96 questionnaires to consumers was carried out. The four establishments studied showed, in general, have similar operating structure, which is common today, because regardless of local contexts, the main characteristics of suppliers and customers tend to be coincident. The different consumer profiles found in the study showed they were not in tune with the establishments, given that for the management of supermarket consumers are satisfied with the quality, quantity and price, diverging from the customer view, which showed dissatisfied with those elements. Therefore, this study found that managers of the supermarkets are not satisfying their customers FLV, and not presume that need to improve, end up leaving their unhappy consumers.