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Master's Dissertation
DOI
10.11606/D.3.2000.tde-08122006-173436
Document
Author
Full name
Clovis Eduardo Nunes Hegedus
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2000
Supervisor
Committee
Brunstein, Israel (President)
Ferreira, Jose Joaquim do Amaral
Gozzi, Sergio
Title in Portuguese
A Compreensão da percepção da qualidade pelo consumidor como base para a definição de estratégias pelas empresas e suas cadeias de fornecimento.
Keywords in Portuguese
Cadeias de fornecimento
Comportamento do consumidor
Consumidor
Estratégia
Ferramentas da qualidade
Pesquisa de consumidores
QFD
Qualidade
Abstract in Portuguese
Discute-se a necessidade de entendimento dos anseios e expectativas do consumidor, lembrando que é importante para a empresa a compreensão desses anseios. A cadeia de fornecimento é analisada e como todos os seus participantes devem colaborar para a satisfação do consumidor final É analisado o comportamento do consumidor, sua percepção da qualidade de produtos e serviços, além de algumas características da motivação que leva à compra e os ganhos que a empresa tem com a fidelização do consumidor. O trabalho destaca algumas ferramentas da qualidade para compreender as necessidades do consumidor, como o uso do PDPC e de uma tabela proposta para análise de riscos dos pontos colocados, mas principalmente utilizando-se o QFD - quality function deployment, e então se procura compreender e traduzir esses anseios em especificações técnicas ou características da qualidade, que servirão para elaboração dos documentos de processo e produção, ou então de execução de serviços. É estudado se as empresas utilizam estratégias claras para a compreender o consumidor e quais seriam algumas delas. Conhecida a importância do melhor entendimento e tradução dos anseios e expectativas do consumidor, são abordadas algumas metodologias de questionários de pesquisa da voz do consumidor e dos cuidados a serem tomados quando destas pesquisas.
Title in English
The comprehension of quality perception by the consumer as base for companies strategies definition and their supply chains.
Keywords in English
Consume
Consumer behavior
Consumer research
QFD
Quality
Quality tools
Strategy
Supply chain
Abstract in English
The paper discusses how to understand customer hopes and needs, reminding their importance to the company. The supply chain is discussed and how their partners should cooperate to ensure the end customer pleasure. It is also studied the consumer behavior, their products and services quality perception, besides some purchase motivation that brings earns for the company whenever the customer loyalty comes up. It is also discussed some tools to understand the customer needs, as PDPC - Process decision program chart - and a proposed risk table analysis, with a focus on QFD - Quality function deployment. We try to understand and translate such needs into technical specifications or technical responses. Such responses will be the support to all production and process procedures, as well as services operation methods. Consumer perception companies strategies are also focused as well as which could be used. As soon as it is understood the consumer hopes and needs importance and translation to technical specifications, some customer surveys methodologies are discussed as well as concerns about their results.
 
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Publishing Date
2006-12-19
 
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