Mercado de vizinhança ou atacarejo para consumidores de baixa renda em regiões periféricas

• Autor(a) principal: Bozzo, Andrea Luisa
• Data de Publicação: 2020
• Outros Autores: Ferreira, Manuel Portugal
• Tipo de documento: Artigo
• Idioma: por
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.8/5875
• topic: Atacarejo; Mercado de baixa renda; Mercado de baixa renda; Preferência dos consumidores; Supermercado

Abstract In this study we scrutinize a set of the main determinants of low-income consumers’, consumers of peripheral regions, preferences considering the models of the neighborhood and cash and carry (atacarejo) market. Peripheral regions have a strong concentration of lowincome consumers who are customers of supermarket formats. Understanding consumers preference is important for investment decisions in expanding the supermarket networks in Brazil. To understand the selection criteria of low-income consumers regarding the choice of supermarket format, we conducted a survey with customers of different formats of stores, with a sample of 107 respondents. Our findings point to that although the price is an important determinant of consumer satisfaction, easy access to stores (i.e., location proximity) is a crucial determinant on the choice of supermarket for low-income consumers. As managerial implications, this study helps understand consumer decision-making criteria, and provides insights for the expansion of supermarket networks, or chains, targeted at the lowincome market, including for the design of product and service offerings that may help in attracting more consumers.