Marcas próprias de supermercado: um estudo com consumidoras na cidade de São Paulo / Supermarket private labels: a study with consumers in São Paulo city - Brazil

AUTOR(ES)

Marcelo Felippe Figueira Junior

DATA DE PUBLICAÇÃO

2008

RESUMO

ABSTRACT The objective of this work is to investigate the consumption of private label products in supermarkets, focusing on the consumerschoices between private label and leading brand products. It is intended to catch the perception of the consumers relatively to the prices and product quality associated to the retailersbrands. The Focus Group research method is used in order to analyze with which frequency the products are consumed and to investigate which is the price gap that the consumers are willing to pay for private label in relation the leading brands. The decision to study the choice of private label by supermarket consumers is due to the need of knowing, through this research, this specific type of consumption, identifying the perception, the behavior and the decision process of the supermarket clientele in order to bring theoretical contributions to Retail Management body of knowledge.

ASSUNTO(S)

marcas supermarkets supermercados varejo private label branding

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