Preferência do consumidor das classe C, D e E em relação aos modelos de supermercado: convencional e atacarejo

• Autor(a) principal: Almeida, Catarina Dominguez Alvarez Pinheiro
• Data de Publicação: 2024
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações da PUC_SP
• Texto Completo: https://repositorio.pucsp.br/jspui/handle/handle/42055
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Supermercado; Atacarejo; Mercado convencional; Mercado de baixa renda; Preferência dos consumidores; Supermarket; Wholesale; Neighborhood market; Low-income market; Consumer preference

Throughout this study, the main factors responsible for interfering in the particular preferences of consumers from classes C, D and E were described when choosing which supermarket model to shop at, including conventional and cash-and-carry stores. In this sense, understanding consumer preferences is relevant to support decisions regarding the development of supermarkets of different models. The sample consisted of a total of 243 participants, who were residents of the city of Guarujá – SP; and were included in classes C, D or E. The results demonstrated that the preference, satisfaction and general perception of the consumers analyzed, in relation to the conventional supermarket and cash-and-carry modalities are similar between the different social classes, with the questions being loyalty programs and own brands, apparently, those of least interest to the consumers included in the research. Furthermore, it was observed that in general, participants consider wholesale stores to be more distant, and therefore, conventional supermarkets seem more practical, to meet the basic demands and needs of everyday life. Finally, it is noted that the data presented helps in understanding what determines consumers' decisions, providing important insights for the development of supermarket chains with a target audience aimed at serving the classes covered in the research