FACTORS ASSOCIATED WITH QUALITY AND VALUE FOR THE SUPERMARKET CONSUMER

The goal of this research was to verify the whether the association of the price, product and organization with quality and perceived value by customers in the retail supermarket. A cross-sectional quantitative survey with 333 respondents accessed through social networks have generated data analyzed by linear regression. The main results showed a relationship between product, price and organization with the perception of customers as to the quality and value attributed to the supermarket to which they usually attend. As a main conclusion, the perception of customers as to the quality and value of the supermarket itself can be influenced by the three constructs evaluated, increasing both the perceived quality and the value perceived by the customers.