Wholesale and “atacarejo” as buying option to customers of food distribution

Authors

  • Huang Wen HSIEN UNIMEP
  • Antonio Carlos Giuliani UNIMEP
  • Christiano França da Cunha Universidade Metodista de Piracicaba - UNIMEP
  • Nádia Kassouf Pizzinato UNIMEP

DOI:

https://doi.org/10.5902/198346593797

Abstract

This paper studies the marketing channels, being the main objective the evaluation of the factors that influence the purchase decision process of small and medium retailers, understanding what drives them to migrate its purchases in the traditional wholesale / distributor to "atacarejo". The study confirms the update of the concepts of marketing channels and customer purchasing behavior. The research was done using a case study. The data were analyzed using an exploratory study and quantitative analysis. It is observed that the main factors influencing the choice of atacarejo and wholesale.

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Author Biographies

Huang Wen HSIEN, UNIMEP

Mestre em Administração - UNIMEP

Antonio Carlos Giuliani, UNIMEP

Professor da Faculdade de Gestão e Negócios (FGN) - Mestrado Profissional e Doutorado em Administração - UNIMEP

Christiano França da Cunha, Universidade Metodista de Piracicaba - UNIMEP

Professor da Faculdade de Gestão e Negócios (FGN) - Mestrado Profissional e Doutorado em Administração - UNIMEP

Nádia Kassouf Pizzinato, UNIMEP

Professora da Faculdade de Gestão e Negócios (FGN) - Mestrado Profissional e Doutorado em Administração - UNIMEP

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Published

2012-06-26

How to Cite

HSIEN, H. W., Giuliani, A. C., Cunha, C. F. da, & Pizzinato, N. K. (2012). Wholesale and “atacarejo” as buying option to customers of food distribution. Revista De Administração Da UFSM, 5(1), 11–28. https://doi.org/10.5902/198346593797

Issue

Vol. 5 No. 1 (2012): Jan-Abr

Section

Articles

License

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