A definição do sortimento-profundidade nos supermercados brasileiros: influência nas vendas e critérios utilizados / The definition of in-depth assortment supermarkets Brazilians: influence on sales and criteria used

AUTOR(ES)
FONTE

IBICT - Instituto Brasileiro de Informação em Ciência e Tecnologia

DATA DE PUBLICAÇÃO

30/11/2012

RESUMO

Even before the heating of the Brazilian economy in recent years, the past decade was marked by a growing number of products launched in the mass consumer market, the vast majority not having survived a year of existence. At the same time the Brazilian consumers are presented with greater purchasing power, increased consumer expectations and increased access to different sources of information. Within a fierce competitive environment, with more shops and different retail formats, more concentration of sales in top retailers and increasing of channel blurring, the process of defining the assortment is considered critical and an important strategic decision. In essence, the assortment is a critical success factor, which summarizes the strategic value proposition of the store / chain to the consumer target. The present dissertation aimed to evaluate the influence and the relationship between assortment and consumer sales of fast moving consumer goods , and what are the criteria considered most important and most frequently used by supermarket chains in the definition of that assortment. The criteria were obtained from the literature on the subject of this assortment in the literature review and practice in business, approved by the pre-test questionnaire. In this study we initially used Scantrack Nielsen data for the region of Greater Sao Paulo, to analyze the correlation between sales price and assortment of a group of twenty-seven categories of products very relevant for consumption. These categories weigh more than fifty-five percent of total consumption studied by Nielsen. Subsequently, was performed a quantitative study using a structured electronic questionnaire, addressed to executives responsible for defining the assortment in supermarkets, from companies representing more than two-thirds of the sector in Brazil. It was found out that for a significant number of product categories studied regularly by Nielsen, the average number of items, taken as a proxy for assortment-depth, showed the highest correlation with the dependent variable showed sales volume. This event occurs in different types / format supermarkets, thus demonstrating the great influence of the assortment in the fast moving consumer goods sales\ level. In addition, the evaluation of a formal process of definition of the assortment by executives as well as the importance and frequency of the criteria used, it was concluded that company size (large versus small-medium) has significant impact on the structuring of the process itself, as well as the ranking of importance and frequency of the criteria used, and generally, there are criteria that are more frequently used than the importance assigned to it. The findings of this study offer an opportunity for new openings and expansion of scope in future analysis.

ASSUNTO(S)

supermercados supermarkets decisão em marketing marketing assortment decisions marketing retail varejo

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