%0 Journal Article
%T ANALYSIS OF THE BEHAVIOR OF PURCHASE OF THREE SEGMENTS OF CONSUMERS IN SUPERMARKETS DOI: 10.5585/remark.v9i1.2150 AN芍LISE DO COMPORTAMENTO DE COMPRA DE TR那S SEGMENTOS DE CONSUMIDORES NOS SUPERMERCADOS DOI: 10.5585/remark.v9i1.2150
%A Sheila Farias Alves Garcia
%A Sara Gonzalez
%A Talita Mauad
%J REMark : Revista Brasileira de Marketing
%D 2010
%I 
%R 10.5585/remark.v9i1.2150
%X 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. O ambiente atual caracterizado pelas mudan as estruturais do mercado, pela entrada de concorrentes internacionais e pela concentra  o do setor, aponta o surgimento de um novo modelo de gest o nas organiza  es varejistas, pautado pela efici那ncia e foco no consumidor. Os varejistas devem se adequar ao modelo de cria  o de valor para os clientes, o que implica conhecer profundamente o consumidor, acompanhando as suas necessidades, mudan as e tend那ncias, com o objetivo de se adaptar 角s novas exig那ncias do mercado. Nesse contexto, este artigo parte da necessidade, cada vez maior, de compreender e considerar o consumidor, apresentando e analisando o comportamento de tr那s segmentos de consumidores (idosos, sozinhos e mulheres chefes de fam赤lia), que demonstram, segundo dados do IBGE (2005), um aumento significativo na popula  o (61%) nos 迆ltimos anos. O objetivo do presente ensaio 谷 investigar o comportamento desses segmentos de consumidores que frequentam supermercados e verificar poss赤veis estrat谷gias e oportunidades na cria  o e fortalecimento de um relacionamento de valor com eles, a partir de necessidades distintas.
%K Behavior of the Consumer
%K Consumers of Third Age
%K Alone
%K Women Heads of Family.
%U http://www.revistabrasileiramarketing.org/ojs-2.2.4/index.php/remark/article/view/2150