PRICE VALUE AND THE VALUES OFFERED BY THE EFFICIENT CONSUMER RESPONDE (ECR)

Abstract

To many authors, price is one of the most important -- if not the most important -- value for consumers. That value, however, has received little attention in ECR (Efficient Consumer Response) literature and is not included among the values presented in ECR: efficient product assortment, introduction, promotion and reposition.. This article reports the results of an exploratory study carried out in supermarkets in the city of São Paulo involving 300 consumers of biscuits and detergents. The main objective was to verify if price is less important for consumers than the values presented by ECR strategies, thus explaining its absence among those values. The results of the study demonstrate, however, that price remains a very important value for consumers, surpassing in importance other values offered, which suggests that it should be included as a new ECR strategy. Key words: Efficient Consumer Response. ECR Strategy. Price.