Análise da preferência do consumidor de baixa renda para a expansão da rede de supermercados dia% nas regiões periféricas de São Paulo e São José dos campos (SP): mercado de vizinhança e atacarejo

• Autor(a) principal: Bozzo, Andréa Luisa
• Data de Publicação: 2016
• Tipo de documento: Dissertação
• Idioma: por
• Título da fonte: Biblioteca Digital de Teses e Dissertações do Mackenzie
• Texto Completo: http://dspace.mackenzie.br/handle/10899/26346
• topic: cadeias de distribuição; varejo; atacarejo; mercado de vizinhança; padrões de consumo; CNPQ::CIENCIAS SOCIAIS APLICADAS::ECONOMIA::TEORIA ECONOMICA::ECONOMIA GERAL

The food distribution chain is an important economic sector of Brazil´s economy. It represents around 5.6% of GDP, and employs one million people, and every day, around 25 million Brazilians go to one of these shops to satisfy their consumption needs. This study aims to identify what are the determinants that underlie the preference of low-income consumers in the outskirts of São Paulo (Itaquera, Sapopemba and San Miguel) and Sao Jose dos Campos (the German Campos, Morumbi and Paranangaba), considering the neighborhood market models (Dia% chain) and atacarejo (main competitor) to guide the investment decisions and expansion of the Dia% chain. The applied methodology consists of an exploratory research using a survey among the attendees of different model stores in those cities. For data collection was used a questionnaire with closed questions, with nominal or ordinal scales. Basic descriptive and multivariate statistics techniques were used to analyze the data. The food retail sector has a competitive environment in which each company tries to gain position and market share. Nowadays, information technologies (IT), allow the analysis of consumer habits in a quantitative manner, allowing the fast identification of consumer´s pattern behaviors and changes. The competitive advantage of a company is the correct interpretation and implementation processes, enabling a timely offer of the consumer´s needs. A consistent behavior pattern is that consumers do everything to keep their consuming status quo, even in unfavorable economic contexts. This change was identified through a client´s transfer from the upmarket level to the discount level, designated as “atacarejo” in Brazil. The problem question to be answered is: Regarding the monthly grocery shopping, which determinants are important for the low-income consumers, in the outskirts of São Paulo (Itaquera, São Miguel and Sapopemba) and São José dos Campos (Campos dos alemães, Morumbi and Paranangaba), that should be taking into account while defining the expansion strategic planning and investment decisions of the neighborhood market (Dia% chain) against its main competitor – atacarejo. It is concluded that the sector opts for a feedback model, that is, acting based on consumer´s data patterns and not anticipating a trend. The survey indicate that the determinants for selecting the store model are: the price and speed of service, followed by the variety and quality of the product and the store environment. The satisfaction of these factors wins consumer´s loyalty. Most consumers do not restrict their purchases to just one of the models. The choice is made by the type of their current needs. The neighborhood market Dia% and the atacarejo Atacadão stood out in the preferences of consumers who answered the questionnaire.