O varejo de alimentos para consumidores de baixa renda no Brasil
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2008
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Even considering that a vast percentage of the world population is made up by low-income consumers, relatively very little has been researched about the consumer behavior of this market segment. The major objective of this study is to investigate food retailing for lowincome consumers in Brazil. This work brings a retrospective of the findings of some investigations conducted in Brazil about the low-income market. It also presents a conceptual review to help articulate and to understand the shopping preferences o this market segment. Three different supermarket formats were analyzed, in a low-income area in the city of Sao Paulo, as well the consumers value perception of these stores. After extensive visits to these three stores and after conducting in-depth interviews and two focus groups with these consumers we began to understand why the new supermarket formats, developed by global companies operating in Brazil specially for the low income consumers, were not adequately satisfying these consumers needs. The strong low price positioning of these stores were not being well perceived or accepted by these consumers. The research indicates that their favorite store was actually the one with the highest prices. We discovered that many peculiarities in the low-income consumer behavior were determining their perception of value. Although the consumers verbally expressed a rational outlook stressing the importance of the 'price' factor, we found that they were not consciously, but very strongly influenced by many other factors presented by the store, such as the store layout, product display, assortment, visual merchandising, service and the degree of respect the store treats its customers.