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Varejo na baixa renda

Author

Listed:
  • Juracy G. Parente
  • Edgard Barki

Abstract

Empresas atuando no mercado de baixa renda adotam distintas estratégias, dependendo da ênfase que atribuem a preços, benefícios agregados ou proximidade física ao consumidor. No entanto, a escolha da melhor estratégia depende da compreensão das características desse mercado e das variáveis que afetam o comportamento do consumidor. O sucesso da estratégia irá refletir o acerto da empresa em identificar a equação que gera a percepção de valor nesse tipo de mercado.

Suggested Citation

Handle: RePEc:ekm:gvexec:v:5:y:2006:i:1:id:34368
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