PROPOSIÇÃO DE VALOR: APLICAÇÃO DO VALUE CREATION ACTIVITIES MODEL NO VAREJO SUPERMERCADISTA (VCAM-S)

CONDI, PAULO R.; LIMA-FILHO, DARIO DE O.; FINOCCHIO, CAROLINE P. S.; QUEVEDO-SILVA, FILIPE

doi:10.1590/1678-6971/eRAMR180028

person PAULO R. CONDI

schoolUniversidade Anhanguera, São Paulo, SP, Brazil. Paulo R. Condi, Escola de Administração e Negócios, Universidade Federal de Mato Grosso do Sul (UFMS); Dario de O. Lima-Filho, Escola de Administração e Negócios, UFMS; Caroline P. S. Finocchio, Escola de Administração e Negócios, UFMS; Filipe Quevedo-Silva, Programa de Pós-Graduação em Administração, Universidade Nove de Julho. Paulo R. Condi is now a Professor at Universidade Anhanguera; Dario de O. Lima-Filho, Caroline P. S. Finocchio and Filipe Quevedo-Silva are now Professors at Universidade Federal de Mato Grosso do Sul (UFMS).

0000-0002-9507-8307

person DARIO DE O. LIMA-FILHO

schoolUniversidade Federal de Mato Grosso do Sul (UFMS), Campo Grande, MS, Brazil. Paulo R. Condi, Escola de Administração e Negócios, Universidade Federal de Mato Grosso do Sul (UFMS); Dario de O. Lima-Filho, Escola de Administração e Negócios, UFMS; Caroline P. S. Finocchio, Escola de Administração e Negócios, UFMS; Filipe Quevedo-Silva, Programa de Pós-Graduação em Administração, Universidade Nove de Julho. Paulo R. Condi is now a Professor at Universidade Anhanguera; Dario de O. Lima-Filho, Caroline P. S. Finocchio and Filipe Quevedo-Silva are now Professors at Universidade Federal de Mato Grosso do Sul (UFMS).

0000-0002-9179-7670

person CAROLINE P. S. FINOCCHIO

schoolUniversidade Federal de Mato Grosso do Sul (UFMS), Campo Grande, MS, Brazil. Paulo R. Condi, Escola de Administração e Negócios, Universidade Federal de Mato Grosso do Sul (UFMS); Dario de O. Lima-Filho, Escola de Administração e Negócios, UFMS; Caroline P. S. Finocchio, Escola de Administração e Negócios, UFMS; Filipe Quevedo-Silva, Programa de Pós-Graduação em Administração, Universidade Nove de Julho. Paulo R. Condi is now a Professor at Universidade Anhanguera; Dario de O. Lima-Filho, Caroline P. S. Finocchio and Filipe Quevedo-Silva are now Professors at Universidade Federal de Mato Grosso do Sul (UFMS).

0000-0002-0979-4594

person FILIPE QUEVEDO-SILVA

schoolUniversidade Federal de Mato Grosso do Sul (UFMS), Campo Grande, MS, Brazil. Paulo R. Condi, Escola de Administração e Negócios, Universidade Federal de Mato Grosso do Sul (UFMS); Dario de O. Lima-Filho, Escola de Administração e Negócios, UFMS; Caroline P. S. Finocchio, Escola de Administração e Negócios, UFMS; Filipe Quevedo-Silva, Programa de Pós-Graduação em Administração, Universidade Nove de Julho. Paulo R. Condi is now a Professor at Universidade Anhanguera; Dario de O. Lima-Filho, Caroline P. S. Finocchio and Filipe Quevedo-Silva are now Professors at Universidade Federal de Mato Grosso do Sul (UFMS).

0000-0001-7494-4651

Correspondence concerning this article should be addressed to Caroline P. S. Finocchio, Avenida Senador Filinto Müler, 919, Vila Ipiranga, Campo Grandem, Mato Grosso do Sul, Brazil, CEP 79070-900. E-mail:
caroline.spanhol@ufms.br

Paulo R. Condi, Escola de Administração e Negócios, Universidade Federal de Mato Grosso do Sul (UFMS); Dario de O. Lima-Filho, Escola de Administração e Negócios, UFMS; Caroline P. S. Finocchio, Escola de Administração e Negócios, UFMS; Filipe Quevedo-Silva, Programa de Pós-Graduação em Administração, Universidade Nove de Julho.

Paulo R. Condi is now a Professor at Universidade Anhanguera; Dario de O. Lima-Filho, Caroline P. S. Finocchio and Filipe Quevedo-Silva are now Professors at Universidade Federal de Mato Grosso do Sul (UFMS).

N.	Activity	Focus
1	Providing product- -related attributes	It involves sub-activities aimed at providing attributes related to materials, design, environment, quality, technology, modification opportunities, packaging, customization opportunities, and/or craft products.
2	Pricing	It involves price-related sub-activities, i.e., the provision of good value for money, the provision of price-related features (e.g., high-priced or low-priced products) and the provision of discounts.
3	Providing wider range of product offering	It involves sub-activities aiming at the assortment, the offer of vertical or combined products, different offers of products and complementary products related to the product.
4	Improving/Innovating products	It involves sub-activities aimed at providing product innovation (incremental and/or radical innovation) and providing new products / services frequently.
5	Providing additional services	It involves sub-activities aimed at providing services such as information about the company and/or products, services related to the purchase (e.g., best price guarantee), delivery service and installation services (for example), use/ maintenance.
6	Providing sales support	It involves sub-activities aimed at the provision of facility management support (e.g., management of a display section), means of sales (e.g., direct assistance to resellers during sales), sales assistance by company employees and/or courses to educate retailers to sell the products.
7	Providing distribution channels	Involves sub-activities aimed to the provision of different distribution channels (i.e., direct channel(s), indirect channel(s), both direct and indirect channels, and/or appropriate channels in the view of the customer)
8	Promoting the product	Involves sub-activities performed to advertise a specific product.
9	Communicating the brand	Involves sub-activities performed to advertise a specific product.

	Types of Value
Sources of Value	Functional/Instrumental Value	Experiential/Hedonic Value	Symbolic/Expressive Value	Cost/Sacrifice Value
	• Correct/accurate attributes • Appropriate performances • Appropriate outcomes	• Sensory • Emotional • Social/relational • Epistemic	•Self- identity/ worth • Personal meaning • Self-expression • Social meaning • Conditional meaning	•Economic • Psychological •Personal investment •Risk
Information	The information informs, educates, and helps customers realize performance and outcomes.	Copy and creativity can provide or enhance sensory, emotional, relational, and epistemic experiences.	Can position a product, help consumers identify with the product, help them make associations, and interpret meaning.	Helps consumers evaluate alternatives; make more informed, faster, and less stressful decisions; helps lower prices by greater competition.
Products	Products directly provide features, functions, and characteristics that allow performances and outcomes.	They provide sensory, emotional, relational and epistemic experiences: augmenting goods or as the focal product.	Products enhance consumer self-concepts, provide personal meaning, offer self-expression and provide social meaning.	Product price and augmented product considerations, such as operating costs, assembly, ease of use, warranty, and service terms, help to reduce costs and sacrifices.
Interactions	Sales call frequency and duration, service interactions and responsiveness, and interactions with systems (such as the telephone, billing, or customer support system) provide or enhance desired performances and outcomes.	Service attributes, such as staff politeness, friendliness, or empathy, create sensory, emotional, relational, and epistemic experiences for customers, as do servisse recovery, customer support, and other systems.	Staff and system interactions can make customers feel better about themselves and provide personal meaning to customers; privileged interactions support status and prestige. Equity policies can enhance sociocultural meaning.	Interactions with people and systems (such as electronic data interchange) add to or reduce the economic and psychological cost of a product and increase or reduce the personal investment required to acquire and consume the product.
Environment	Furniture, fixtures, lighting, layout, and other decorative features and attributes of the purchasing or consumption environment contribute to functional/instrumental value by enhancing or detracting from product performances and outcomes.	Features and attributes of the purchasing or consumption environment such as music, ambiance, and atmosphere can create sensory, emotional, and epistemic experiences for customers.	Where a product is purchased or consumed can provide personal, social, or sociocultural meaning and can enhance self-worth and expression-a cup of coffee at an outdoor cafe may have more symbolic value than coffee at home.	Contributes to the economic cost of a product (e.g., popcorn at a movie theater), psychological cost (such as finding parking downtown), personal investment (how much searching is required), and risk (personal safety).
Ownership/Possession Transfer	Correct, accurate, and timely fulfillment processes (such as order taking, picking/packing, and delivery) provide functional/instrumental value.	Fulfilling delivery promises and how a product is delivered (such as the presentation of a meal) can enhance the customer experience-as can pride of ownership and product potency (future potential).	How a product is delivered (such as gift wrapped or via a ceremony) and by whom (such as the manager of a car dealership) can create symbolic value.	Can be enhanced with payment terms, delivery options, return policies, billing accuracy, order tracking systems, access to supplier personnel, and dispute resolution procedures.

VCAM		VCAM-S
N.	Activity	N.	Activity
1	Providing product-related attributes	1	Store attribute
2	Pricing	2	Pricing
3	Providing wider range of product offering	3	Wide range of products
4	Improving/ innovating products	4	Innovation in products
5	Providing additional services	5	Additional services
6	Providing sales support	6	Strategies/Processes
7	Providing distribution channels	7	Channels of distribution
8	Promoting the product	8	Communication
9	Communicating the brand	8	Communication

Value proposition activity	Number of subactivities	Number of occurrences	% of occurrences
Store attributes	24	167	47%
Strategies/processes	14	52	15%
Wide range of products	6	41	11%
Pricing	5	32	9%
Communication	9	26	7%
Innovation in products	5	16	4%
Additional services	5	16	4%
Channels of distribution	3	8	2%
Total	71	358	100%

Sections	Absolute Frequency	Relative Frequency
FFV	9	25%
Butcher	8	22%
Bakery	8	22%
Rotisseria	4	11%
Cold Cuts	2	6%
Checkout	2	6%
Dairy Products	1	3%
Fishmonger	1	3%
Frozen Foods	1	3%
Total	36	100%

Meaning of propose value	Value activity	Number of occurrences	% of occurrences	Activity / Number of occurrences
Service	Store attributes	11	74%	Service/5; Fast/3; Custom/1; Quality/1; with smile/1.
Convenience	Store attributes	5		Convenience/2; Agility/2; Practicality/1.
Parking	Store attributes	3		Parking/1; Convenience/1; Fast/1.
Environment	Store attributes	3		Environment/1; Cleaning/1; Organization/1.
Location	Store attributes	3		Location/1; Easy access/1; Facility/1.
Product	Store attributes	2		with Freshness/1; with quality/1;
Consumer experience	Store attributes	2		Consumer experience/2.
Value generation	Strategies/Processes	1	8%	Value generation/1.
Profitability	Strategies/Processes	1		Profitability/1.
Sustainability	Strategies/Processes	1		Sustainability/1.
Variety	Wide range of products	3	8%	Wide range of products/1; Variety/1; Meet/1.
Price	Pricing	3	8%	Price/1; Fair/1; Right/1.
Novelty	Innovation in products	1	3%	Novelty/1.
Total		39	100%

Questions
How to propose value to supermarket customers?
How to keep customers in the supermarket?
Which sections most propose value to the customer?
How to innovate in supermarket?
What do customers expect to find in supermarkets?
What strategies do supermarkets use to attract customers?
What are the future trends for supermarkets?
Speak three words that best represent the meaning of a value proposition in a supermarket.

1. Value Proposition Activity "Store Attributes"	Source of value	Number of occurrences
Provide attributes related to product/service quality
Provide quality and freshness	Products	24
Provide product-related attributes
Provide attributes related to the convenience and convenience of the Products (e.g., portions, sliced, ready, and frozen dishes)	Products	6
Provide attributes related to trust, origin, credibility, traceability, quality seal, origin, sanitary control, and hygiene	Products	11
Provide attributes related to exposure, attractive, beautiful, and harmonic presentation of products	Products	5
Provide attributes related to product tasting	Products	1
Provide attributes related to technology (e.g., electronic tags)	Products	2
Provide standardized opportunities for modifications
Provide attributes related to product packaging design	Products	1
Provide service-related attributes
Provide attendance.	Interaction	15
Provide self-service (e.g., self-checkout machine).	Interaction	3
Provide attendance extended, extended service (e.g., 24 hours).	Interaction	1
Provide good service, quality, cordial, welcoming, value the customer, with respect, with smile and correct.	Interaction	13
Provide attributes related to experience of consumption and/or purchase.	Interaction	5
Provide attendance personalized, differentiated and quality service.	Interaction	6
Provide service with agility and speed.	Interaction	8
Provide care with trained, qualified and qualified staff.	Interaction	2
Provide store-related attributes
Provide attributes related to the store environment.	Environment	3
Provide attributes related to the store format (e.g., compact, minor, express Grab & Go).	Environment	5
Provide attributes related to the store's internal layout, business environment, structure, and circulation.	Environment	7
Provide attributes related to the exposure of the sections/gondolas in an easy, bold and convenient way.	Environment	2
Provide attributes related to the lighting, sound, odor, sensoriality, and ventilation of the store.	Environment	10
Provide attributes related to the cleanliness, beauty and organization of the store.	Environment	10
Provide attributes related to the ease of access, location, proximity, convenience, convenience and convenience of the store.	Environment	17
Provide attributes related to parking, easy access, convenience, and availability of trolleys.	Environment	8
Provide attributes related to the facade, marquee and luminous of the store.	Environment	2
Total occurrences		167
2. Value Proposition Activity "Pricing"	Source of value	Number of occurrences
Provide good quality in relation to price (e.g., fair price).	Products	5
Provide low prices related features (e.g., affordable price).	Products	2
Provide price (e.g., good pricing, correct and competitive).	Products	20
Provide discounts (e.g., progressive discount).	Products	1
Provide ease of payment (e.g., own card, installment and private label).	Products	4
Total occurrences		32
3. Value Proposition Activity "Wide range of products"	Source of value	Number of occurrences
Provide different product offerings targeting the ideal mix, assortment, variety and different offerings.	Products	14
Provide convenience in finding the products you need, in a well-stocked store.	Products	8
Provide products releases, novalty.	Products	4
Provide product mix with wellness attributes (e.g., organic, sustainable, ecological, healthy)	Products	7
Provide mix of products with cultural attributes (e.g., ethnic, regional, local, artisan, typical, imported, own)	Products	4
Provide product mix with attributes of practicality (e.g., ready, semi-ready, frozen, practical, portions, easy preparation).	Products	4
Total occurrences		41
4. Value Proposition Activity "Innovation in Products"	Source of value	Number of occurrences
Improve existing products - incremental innovation (e.g., bread making process).	Products	1
Provide new products frequently.	Products	4
Provide new products with attributes of well-being (e.g., organic, sustainable, ecological, healthy).	Products	6
Provide new products with cultural attributes (e.g., ethnic, regional, local, artisan, typical, imported, own).	Products	3
Provide new products with practical attributes (e.g., ready, semi-ready, frozen, practical, portions, easy preparation).	Products	2
Total occurrences		16
5. Value Proposition Activity "Additional Services"	Source of value	Number of occurrences
Provision of consultancy/services related to information
Provide interaction with specialized staff (e.g., culinary experience, cooking class with chefs)	Information	1
Provide purchase-related services
Provide loyalty programs (e.g., loyalty card, discount clubs or discount card)	Interaction	4
Provision of delivery services
Delivery of home delivery, free delivery, delivery	Ownership/Possession	5
Provide additional services focusing on the practicality and attractiveness of customers (e.g., ATMs)	Products	1
Provide integrated / shared spaces with other business activities focused on offering services (e.g., pharmacies)	Products	5
Total occurrences		16
6. Value proposition activity "Strategies / processes"	Source of value	Number of occurrences
Supermarket strategic management
Attributes linked to store positioning, store strategy, segmentation, niche market, target audience, and consumption class.	Ownership/Possession	7
Attributes linked to communication strategy, marketing, merchandising, marketing campaigns	Information/Interaction	5
Attributes linked to sales strategy, customer attraction, offers, promotional actions (e.g., weekly offers).	Products /Informação	7
Attributes linked to identifying, perceiving, meeting customer needs, knowing the customer, and generating value.	Information/Interaction	8
Attributes linked to business management, costs, profitability, average tick, potential customers, price research, and lean management.	Ownership/Possession	7
Attributes linked actions with focus on sustainability, environment and social responsibility (e.g., social institutions).	Information/Interaction	4
Attributes linked to competence management and organizational learning.	Ownership/Possession	1
Supermarket operational management
Attributes linked layout and exposure and definition of sections and gondolas and management of losses.	Environment	2
Attributes linked to custom, customized marketing and marketing actions one to one.	Information/Interaction	3
Attributes linked to communication/interaction with the client (e.g., through social media and whatsapp).	Information/Interaction	3
Attributes linked to communication and dissemination (e.g., through radio, billboards, pamphlets, social tabloids, and whatsapp).	Information/Interaction	2
Attributes linked to the implementation of new technologies (e.g., electronic tags, selfcheckout machines).	Environment	1
Operational management of processes (e.g., manufacturing process of rotisserie products, bakery).	Products	1
Providing attributes linked to efficient logistics.	Ownership/Possession	1
Total occurrences		52
7. Value Proposition Activity "Channels of Distribution"	Source of value	Number of occurrences
Supply of direct distribution channels
Provide different channels of direct distribution (e.g., own virtual store).	Ownership/Possession	5
Provide physical store and virtual store integration.	Ownership/Possession	2
Provide combination of direct and indirect distribution channels (omnichannel).	Ownership/Possession	1
Total occurrences		8
8. Value Proposition Activity "Communication"	Source of value	Number of occurrences
Provide advertisement
Custom advertising, one-to-one marketing.	Information	2
Provide sales promotion
Provide benefits (e.g., buy and win shares)	Information/Interaction	1
Provide promotional environment, weekly, monthly deals	Environment	6
Provide direct marketing
Personalized advertising, merchandising, marketing campaigns, sales strategies	Information	3
Communicate offers, deals
Communicate offers through traditional advertisements (radio, tabloids, pamphlets, billboard, TV)	Information	4
Communicate offers through digital advertisements (Facebook and Whatsapp)	Information/Interaction	1
Provide interaction through social media, Whatsapp, omnichannel.	Information/Interaction	5
Communicate the brand through public relations
Support activities and engagement in social responsibility actions (to promote the brand)	Information/Interaction	1
Communicate the brand through direct marketing
Communicate the brand through direct marketing with a focus on generating brand recall.	Information	3
Total occurrences		26