Analysis of the Behavior of Purchase of three Segments of Consumers in Supermarkets

Abstract

The actual environment characterized by the structural changes of the market, the entrance of international competitors and the concentration of the sector, points the sprouting of a new model of management in the retail organizations, from the focus in the consumer. The retailers must adjust themselves to the model of creation of value for the consumers, what she implies in knowing the consumer deeply, following its necessities, changes and trends, with the objective of if adapting to the new necessities of the market. In this context, this article has left of this necessity, each bigger time, of an understanding and consideration of the consumer, presenting and analyzing the behavior of three segments of consumers (consumers of third age, alone and women family heads), that they demonstrate, according to data of the IBGE (2005), a significant increase in the population (61%) in recent years. The objective of the present assay is to investigate the behavior of these segments of consumers who frequent supermarkets and to verify possible strategies and chances to create and to fortify a relationship of value with the same ones, from distinct necessities.

DOI: 10.5585/remark.v9i1.2150