O Varejo de Alimentos para Consumidores de Baixa Renda no Brasil

AUTOR(ES)
DATA DE PUBLICAÇÃO

17/11/2008

RESUMO

Even considering that a vast percentage of the world population is made up by low-income consumers, relatively very little has been researched about the consumer behavior of this market segment. The major objective of this study is to investigate food retailing for low-income consumers in Brazil. This work brings a retrospective of the findings of some investigations conducted in Brazil about the low-income market. It also presents a conceptual review to help articulate and to understand the shopping preferences o this market segment. Three different supermarket formats were analyzed, in a low-income area in the city of Sao Paulo, as well the consumers value perception of these stores. After extensive visits to these three stores and after conducting in-depth interviews and two focus groups with these consumers we began to understand why the new supermarket formats, developed by global companies operating in Brazil specially for the low income consumers, were n

ASSUNTO(S)

comportamento do consumidor mercado de baixa renda valor e percepção de valor varejo supermercado formatos varejistas ambiente de loja consumer behavior low income market value value perception retail supermarket retail formats store atmosphere

ACESSO AO ARTIGO

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