文章基本信息

标题：Atacado e Atacarejo como opção de compra de clientes de distribuidora de alimentos
本地全文：下载
作者：Huang Wen HSIEN ; Antonio Carlos Giuliani ; Christiano França da Cunha 等
期刊名称：Revista de Administração da UFSM
印刷版ISSN：1983-4659
出版年度：2012
卷号：5
期号：1
页码：11-28
DOI：10.5902/198346593797
语种：English
出版社：Universidade Federal de Santa Maria
摘要：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.
其他摘要：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.
关键词：Marketing; Canais de Marketing; Comportamento do Consumidor
其他关键词：Marketing; Retail; Marketing channels; Customer behavior; Purchase decision process