O varejo de alimentos para consumidores de baixa renda no Brasil
Autor(a) principal: | |
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Data de Publicação: | 2008 |
Tipo de documento: | Relatório |
Idioma: | por |
Título da fonte: | Repositório Institucional do FGV (FGV Repositório Digital) |
Texto Completo: | http://hdl.handle.net/10438/2916 |
Resumo: | Even considering that a vast percentage of the world population is made up by low-income consumers, relatively very little has been researched about the consumer behavior of this market segment. The major objective of this study is to investigate food retailing for lowincome consumers in Brazil. This work brings a retrospective of the findings of some investigations conducted in Brazil about the low-income market. It also presents a conceptual review to help articulate and to understand the shopping preferences o this market segment. Three different supermarket formats were analyzed, in a low-income area in the city of Sao Paulo, as well the consumers value perception of these stores. After extensive visits to these three stores and after conducting in-depth interviews and two focus groups with these consumers we began to understand why the new supermarket formats, developed by global companies operating in Brazil specially for the low income consumers, were not adequately satisfying these consumers needs. The strong low price positioning of these stores were not being well perceived or accepted by these consumers. The research indicates that their favorite store was actually the one with the highest prices. We discovered that many peculiarities in the low-income consumer behavior were determining their perception of value. Although the consumers verbally expressed a rational outlook stressing the importance of the 'price' factor, we found that they were not consciously, but very strongly influenced by many other factors presented by the store, such as the store layout, product display, assortment, visual merchandising, service and the degree of respect the store treats its customers. |
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Parente, Juracy GomesEscolas::EAESP2009-10-27T17:36:28Z2009-10-27T17:36:28Z2008-01-01T00:00:00Z20082008;16http://hdl.handle.net/10438/2916Even considering that a vast percentage of the world population is made up by low-income consumers, relatively very little has been researched about the consumer behavior of this market segment. The major objective of this study is to investigate food retailing for lowincome consumers in Brazil. This work brings a retrospective of the findings of some investigations conducted in Brazil about the low-income market. It also presents a conceptual review to help articulate and to understand the shopping preferences o this market segment. Three different supermarket formats were analyzed, in a low-income area in the city of Sao Paulo, as well the consumers value perception of these stores. After extensive visits to these three stores and after conducting in-depth interviews and two focus groups with these consumers we began to understand why the new supermarket formats, developed by global companies operating in Brazil specially for the low income consumers, were not adequately satisfying these consumers needs. The strong low price positioning of these stores were not being well perceived or accepted by these consumers. The research indicates that their favorite store was actually the one with the highest prices. We discovered that many peculiarities in the low-income consumer behavior were determining their perception of value. Although the consumers verbally expressed a rational outlook stressing the importance of the 'price' factor, we found that they were not consciously, but very strongly influenced by many other factors presented by the store, such as the store layout, product display, assortment, visual merchandising, service and the degree of respect the store treats its customers.Mesmo se considerarmos que significativa parcela da população mundial pertence à baixa renda, relativamente pouco se tem pesquisado sobre esse segmento de mercado. O principal objetivo deste estudo é investigar o varejo de alimentos para consumidores de baixa renda, no Brasil. O trabalho traz uma retrospectiva dos resultados de algumas pesquisas já realizadas sobre o mercado de baixa renda no Brasil, e também apresenta um referencial conceitual para ajudar a ordenar e compreender o comportamento desse segmento no varejo. Foram analisados três diferentes formatos de varejo de alimentos em uma região da periferia de São Paulo, e como suas respectivas propostas de valor são percebidas pelos seus consumidores. Por meio de visitas a essas às lojas e entrevistas em profundidade e discussões em grupo com esses consumidores, começamos a entender porque os novos formatos varejistas desenvolvidos, por grandes empresas globais, especialmente para o segmento de baixa renda, não conseguem satisfazer adequadamente as necessidades desses consumidores, no Brasil. O posicionamento excessivamente voltado para preço baixo desses formatos não entrega uma proposta de valor que seja percebida de forma favorável por esses consumidores. A pesquisa revela esse aparente paradoxo, pois a loja mais bem avaliada e preferida pela maioria dos clientes pesquisados foi aquela com os preços mais altos. Verificou-se como as características peculiares do comportamento do consumidor de baixa renda determinam a sua percepção de valor. Apesar de externarem um discurso racional e destacarem a relevância do fator preço, percebemos que esses consumidores são extremamente influenciados por aspectos percebidos de forma menos conscientes que a loja apresenta, como a disposição dos produtos, a variedade, a comunicação visual, o atendimento, e o respeito com que a loja trata seus clientes.porRelatório de pesquisa FGV/EAESP/NPP;n.16Consumer behaviorLow income marketMercado de baixa rendaValorFormatos varejistasPercepção de valorAdministração de empresasComportamento do consumidorComércio varejistaSupermercadosO varejo de alimentos para consumidores de baixa renda no BrasilFood retailing for low income consumers in Brazilinfo:eu-repo/semantics/publishedVersioninfo:eu-repo/semantics/reportreponame:Repositório Institucional do FGV (FGV Repositório Digital)instname:Fundação Getulio Vargas (FGV)instacron:FGVinfo:eu-repo/semantics/openAccessORIGINALRel162008.pdfapplication/pdf588166https://repositorio.fgv.br/bitstreams/6a4b4a55-4059-4601-8151-db378566b739/download06d2bd7f27aa19f34efc98e0c03ec71eMD51TEXTRel162008.pdf.txtRel162008.pdf.txtExtracted texttext/plain102681https://repositorio.fgv.br/bitstreams/2620ce11-1397-490a-9a90-0cce7980e6fc/download8cdb0edc47c9734cf229c72cfa602d5eMD56THUMBNAILRel162008.pdf.jpgRel162008.pdf.jpgGenerated Thumbnailimage/jpeg3443https://repositorio.fgv.br/bitstreams/8c9155b2-0939-4607-b252-ba1ea030e9ac/download0de4ef5aa6a7e784e66c3e0d839ee65aMD5710438/29162023-11-09 19:53:25.248open.accessoai:repositorio.fgv.br:10438/2916https://repositorio.fgv.brRepositório InstitucionalPRIhttp://bibliotecadigital.fgv.br/dspace-oai/requestopendoar:39742023-11-09T19:53:25Repositório Institucional do FGV (FGV Repositório Digital) - Fundação Getulio Vargas (FGV)false |
dc.title.por.fl_str_mv |
O varejo de alimentos para consumidores de baixa renda no Brasil |
dc.title.alternative.eng.fl_str_mv |
Food retailing for low income consumers in Brazil |
title |
O varejo de alimentos para consumidores de baixa renda no Brasil |
spellingShingle |
O varejo de alimentos para consumidores de baixa renda no Brasil Parente, Juracy Gomes Consumer behavior Low income market Mercado de baixa renda Valor Formatos varejistas Percepção de valor Administração de empresas Comportamento do consumidor Comércio varejista Supermercados |
title_short |
O varejo de alimentos para consumidores de baixa renda no Brasil |
title_full |
O varejo de alimentos para consumidores de baixa renda no Brasil |
title_fullStr |
O varejo de alimentos para consumidores de baixa renda no Brasil |
title_full_unstemmed |
O varejo de alimentos para consumidores de baixa renda no Brasil |
title_sort |
O varejo de alimentos para consumidores de baixa renda no Brasil |
author |
Parente, Juracy Gomes |
author_facet |
Parente, Juracy Gomes |
author_role |
author |
dc.contributor.unidadefgv.por.fl_str_mv |
Escolas::EAESP |
dc.contributor.author.fl_str_mv |
Parente, Juracy Gomes |
dc.subject.eng.fl_str_mv |
Consumer behavior Low income market |
topic |
Consumer behavior Low income market Mercado de baixa renda Valor Formatos varejistas Percepção de valor Administração de empresas Comportamento do consumidor Comércio varejista Supermercados |
dc.subject.por.fl_str_mv |
Mercado de baixa renda Valor Formatos varejistas Percepção de valor |
dc.subject.area.por.fl_str_mv |
Administração de empresas |
dc.subject.bibliodata.por.fl_str_mv |
Comportamento do consumidor Comércio varejista Supermercados |
description |
Even considering that a vast percentage of the world population is made up by low-income consumers, relatively very little has been researched about the consumer behavior of this market segment. The major objective of this study is to investigate food retailing for lowincome consumers in Brazil. This work brings a retrospective of the findings of some investigations conducted in Brazil about the low-income market. It also presents a conceptual review to help articulate and to understand the shopping preferences o this market segment. Three different supermarket formats were analyzed, in a low-income area in the city of Sao Paulo, as well the consumers value perception of these stores. After extensive visits to these three stores and after conducting in-depth interviews and two focus groups with these consumers we began to understand why the new supermarket formats, developed by global companies operating in Brazil specially for the low income consumers, were not adequately satisfying these consumers needs. The strong low price positioning of these stores were not being well perceived or accepted by these consumers. The research indicates that their favorite store was actually the one with the highest prices. We discovered that many peculiarities in the low-income consumer behavior were determining their perception of value. Although the consumers verbally expressed a rational outlook stressing the importance of the 'price' factor, we found that they were not consciously, but very strongly influenced by many other factors presented by the store, such as the store layout, product display, assortment, visual merchandising, service and the degree of respect the store treats its customers. |
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2008 |
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2008 |
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2009-10-27T17:36:28Z |
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2009-10-27T17:36:28Z |
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