A migração do consumidor para o atacarejo

• Autor(a) principal: Santos, Wellington Aparecido dos
• Data de Publicação: 2017
• 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/35948
• topic: CNPQ::CIENCIAS SOCIAIS APLICADAS::ADMINISTRACAO; Ticket médio; Atacarejo; Canal de distribuição; Comportamento do consumidor; Medium ticket; Atacarejo; Distribution channel; Consumer behavior

The objective of this research is to conceptualize this new business model recently denominated as "Atacarejo", as well as its advantages obtained in the supply chain, which impact on the average ticket of the hypermarket and supermarket. To this end, a bibliographic review will be presented addressing retail, wholesale and consequently wholesale concepts, as well as its supply chain functionalities, addressing and analyzing numbers to measure the real impact suffered in the other channels mentioned above. The main focus of the project is to study the new consumers who started to develop new purchasing habits after the crisis in Brazil, to understand what is happening at the moment, why this consumer migration that was concentrated in hypermarkets and supermarkets, For the big wholesale stores, that today, after its adaptation happened to be called (Atacarejo). The project will have direct field research with final consumers for easy understanding of the reader. From the strategy analysis, which are performed by large wholesale accounts to gain competitive advantage, is intended to understand the new consumers they seek to achieve, the values they intend to pass on to the new consumer, what the mission they seek to achieve results , Since this market has turned out to be profitable; Different from big Hypermarkets, and Supermarkets. That has large costs of costs to keep open doors is impossible not to pass the cost on products that end up becoming up to 25% more expensive, to what extent they will be impacted in sales, consequently in the decrease of the average consumption ticket, with growth Of the Atacarejo market. Do these new consumers perceive the price difference of these available channels of purchase, and for this reason are looking for new alternatives. To better understand this scenario I will count on case studies, academic studies, books, and consumer research channels, to deepen in studies of Atacarejo, Channels of distribution, consumer behavior. We hope to get to the end of the project with a clear definition on this channel, which were the decisions that made an evolution in the market, during this project we will understand what happens with this phenomenon, or what to expect.