Um estudo junto a consumidores de baixa renda: atributos que influenciam a escolha de um supermercado

• Autor(a) principal: Souza, Viviane Moreira Barbosa de
• Data de Publicação: 2013
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da Universidade Federal do Ceará (UFC)
• Texto Completo: http://www.repositorio.ufc.br/handle/riufc/29624
• topic: Pobres como consumidores; Comportamento do consumidor; Supermercados

This work aims to investigate which factors have more influence on low-income consumers for choosing a supermarket. This concern is justified by the purchasing power this consumer has been gaining lately and, due to their limited budget, most of the family income is intended for consumer staples, like food. The low-income market is gaining economic relevance, and companies need to understand the peculiarities and preferences of this consumer. Companies that operate in this market adopt strategies according to the aspect they choose to emphasize to attract customers, such as price, location and easy access to credit. This work considered as low-income consumers, the ones that belong to the C, D and E classes identified by the criteria of socio-economic classification of the Brazilian Association of Market Research. As methodology, it has been used a questionnaire consisting in 10 questions applied through personal interview. For the purpose of sample, 58 consumers from supermarket Compre Max, located in the neighborhood of Presidente Kennedy, were interviewed.