Shopper Centric Category Management in Convenience Stores: a Qualitative Study

The literature shows that category management is an important concept and tool for retailers and suppliers, but that there is a trend to move to a more shopper-centric category management approach, linked to the shoppermarketing approach. However, the knowledge on this issue is scarce on some retailing sectors, like convenience stores. The present study is focused on convenience stores, with the main purpose of finding out to what extent non-major food retailers successfully adopt a shopper-centric category management. The study is relevant in order to evaluate if a more shopper-centric approach is adequate to smaller companies/stores. To accomplish that goal, an exploratory qualitative study was conducted among convenience store retailers and suppliers. Six semistructured face-to-face interviews were conducted with Commercial Directors and Trade Marketing Managers. This data was complemented with thirteen interviews with shopper marketing experts. The data was analyzed using thematic content analysis technique, identifying themes, categories, subcategories, units of meaning and relations. The results revealed that convenience store retailers use some of the principles and techniques of the shopper-marketing and shopper-centric category management approaches, which they do in a non-standardized and non-formal approach or process. Their suppliers (the manufacturers) do it in a more formal and structured manner, probably as a result of previous interaction with major supermarkets chains. Both direct and indirect evidences of a shopper-centric approach were found, which, however, were slight, discrete and not formal.

A educação no processo de interação entre o enfermeiro e a pessoa idosa/família na comunidade

Objetivo: Compreender a educação no processo de interação entre o enfermeiro e a pessoa idosa e família no domicílio. Estudo de natureza qualitativa, enquadrado nos principais pressupostos do Interacionismo Simbólico e da Grounded Theory, em quatro freguesias do Agrupamento de Centros de Saúde do Ave III, com um total de inscritos de 80285 e destes 9,81% eram pessoas idosas com idades iguais ou superiores a 65 anos. Na colheita dos dados recorremos: (i) à observação não participante das práticas de enfermagem às pessoas idosas e família no domicílio;(ii) 12 entrevistas às enfermeiras observadas e 4 entrevistas em grupo (pessoa idosa e família). Emergiram as categorias: organização estrutural dos cuidados no domicílio; avaliação em contexto e intervenção terapêutica em contexto. A categoria central foi a “Construção da relação no contexto do domicílio” pelo facto da relação da enfermeira com o idoso e a família ser central em todo o processo de cuidados. Os conhecimentos fornecidos pela teoria substantiva “Cuidar no Domicílio – um Processo de Interação” fundamentada nos dados e na sua análise, fornecem contributos válidos para a prática de enfermagem nesta área específica do cuidar a pessoa idosa e família no domicílio e no contexto em que foi desenvolvido o estudo; ABSTRACT: Education in the Interaction Process between nurse and Elderly person/family in the community Objective: Understanding education in the interaction process between nurse and elderly and their relatives at home. Qualitative study, framed on Symbolic Interactionism and Grounded Theory main assumptions, counting with 802825 members of four parishes of Agrupamento de Centros de Saúde do Ave III, which 9, 81% were elderly and had 65 or more years old. Data collection instruments used: (i) non-participant observation of nursing practices with elderly and families at home, (ii) interviews of 12 nurses practices observed and 4 group interviews (family and elderly person). Categories emerged: structural organization of home care; assessment and therapeutic intervention in context. The core category emerged was "Construction of the relationship in the context of the household" once the relationship between nurse, elderly and family seem be central to the whole process of care. The knowledge provided by substantive theory "Caring at Home - An Interaction Process" founded on data analysis provided valuable contributions to nursing practice in this specific area of care, elderly care and their relatives at home, in which context study was developed.