Falcão, Roberto Flores2024-03-112024-03-112022SANTOS, Mateus Silva. Percepção de valor em reforma de peneus de carga de pequenos frotistas sediados na região do triangulo mineiro, sul de Goiás e norte de São Paulo. Goiânia (GO), 2022. 81 f. Dissertação (Mestrado Profissional em Administração) - Centro Universitário Alves Farias, 2022.vhttps://repositorio.unialfa.com.br/handle/123456789/79Considering the Brazilian logistics modal is mostly road, it has a large number of stakeholders that provide solutions regarding new and retreaded tires for fleets of trucks and buses. Nowadays, due to the lower freight prices and higher operating costs, the tire retreading presents itself as a viable and safe solution to reduce these costs. Therefore, this paper discusses the complexity in the interpretation of consumption behavior of small fleet owners related to the procurement of cargo tire retreading service. It is proposed to investigate the antecedents of the perception of value of small fleet owners, with up to 5 trucks, for their purchasing behavior. The theoretical framework is organized into two main rows: how the tire and its retreading are performed in Brazil; and how the multidimensionality of consumer behavior affects the relationship with the tire retreading service. Based on the reference, a model was proposed about the antecedents of the perception of value of the small fleet owner in question. After collecting the data with 109 truck drivers, the questionnaire items were reorganized through exploratory and confirmatory factor analysis into 6 new dimensions. The proposed model was then refined, and, through a cluster analysis, the respondents were separated into 4 heterogeneous groups, in which each group has its own hierarchy of new constructs. In this way, the present study helps the small tire retreader to better understand its customer, enabling a better service that leads to an increase in the market share and more profitability.ptLogísticaRecapagem de pneusComportamento do consumidor