An analysis of the importance for the super-market enterprises, more specifically called "vicinity supermarkets" to work organized under central business cells, aiming to bring better results to the final consumer. / Uma investigação sobre a importância da operação com centrais de negócios para o consumidor final em supermercados de vizinhança.

AUTOR(ES)

Giorgio Arnaldo Enrico Chiesa

DATA DE PUBLICAÇÃO

2008

RESUMO

This research analyzes the importance of the supermarket enterprises, more specifically called "vicinity supermarkets" or "neighborhood supermarkets" which that already work organized under central business cells, in order to gain better competitive market conditions, highlighting the factors that are easily recognized by their clients. In spite of the already known importance of this kind of business in the Brazilian context, there is not a deep knowledge about the subject. The implementation of these central business cells has been carried out in Brazil only in the last 5 years, and most of the studies found in the references show a nature predominantly exploratory. In this sense, the present research is composed of a bibliographic review and a case study. The objective of the case study was to identify the clientsopinion related to the perception of benefits on buying from the stores that belong to a central business cell and from other competitors. It was undertaken 236 (two hundred thirty six) interviews conducted in a quantitative approach, using a case study that involved a sample for convenience.. The data obtained were analyzed though the Mann-Whitney statistic test, which is indicated to be used when two independent groups are under comparison. The results allowed identifying the existence of benefits perception of consumers when buying at neighborhood supermarkets that is part of a central business cells, as well as the more relevant aspects of these benefits.

ASSUNTO(S)

associativismo supply chain supermercados pesquisa de consumidor pequenas e médias empresas small and medium companies varejo retail associationship consumer research cadeia de suprimentos supermarket

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