Modelagem do potencial de mercado dos municípios paulistas
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1998
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Potential consumption indexes are indirect measurements of the capacity of a region to absorb a certain product category. A simple linear regression method can be used to prepare a simple and robust index with results comparable or superior to those that can be obtained by using indexes sold by consulting businesses. This fact usually goes unobserved because in most cases no efforts are made to check if the indexes really reflect the reality they supposedly describe (this conduct is not totally illogic for if one had access to the reality it would not be necessary to use an index). To establish a methodology and prove the above hypothesis, data about supermarket floor space is collected for the 'municípios' (counties) of the State of São Paulo; an index is prepared and then compared to other indicators. Results validate initial hypothesis.
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Potencial de consumo Potencial de mercado Potencial de vendas Indicadores Supermercados Varejo Marketing Regressão linear Análise quantitativa de mercado Densidade de renda Consumption potential Market potential Sales potential Indexes Supermarkets Retail Marketing Linear regression Quantitative market analysis Income density