Marcas próprias no Brasil: o alinhamento entre a gestão da cadeia de suprimentos e o consumidor final

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The management of the private label supply chains must be aligned with the priorities of the final consumer, the last link of this chain, for the chain members to be successful. This research investigated this alignment in the Brazilian supermarket sector identifying critical attention points for the managers of the organizations involved, mainly for the supermarkets that lead the chain. The research included three case studies of supply chains (biscuits; milk; shampoo) and a survey with 843 consumers. Results indicate that the management of these supply chains could be improved in several aspects like the concern with perceived product quality variability in the category and the management of the relationship supplier – supermarket that starts in a collaborative and long term mode, but evolves to a transactional relationship, similar to other products sold in supermarkets.


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