文章基本信息

标题：Aspectos sobre a decisão de canais no pequeno varejo: a escolha entre o atacado e o atacarejo
本地全文：下载
作者：Huang Wen Hsien ; Matheus Alberto Cônsoli ; Antonio Carlos Giuliani 等
期刊名称：Revista de Administração da UFSM
印刷版ISSN：1983-4659
出版年度：2011
卷号：4
期号：1
页码：91-104
DOI：10.5902/198346592221
语种：Portuguese
出版社：Universidade Federal de Santa Maria
摘要：This article talks about purchase decision from small and medium retailers from Piracicaba Region, São Paulo State. The bibliographic and field research showed the main influence factors and decision criteria of small retailers for purchase, related to the choice between the traditional wholesale and the wholesale and retail outlet, which is a type of store that allows the wholesaler sales to sell to small or medium-sized retailers and for end consumers who are looking for the best price. The topics treated are the distribution channels, types of agents, the role of each one and the retailers' decision of purchasing. The exploratory research was applied to small and medium-sized retailers from Piracicaba Region, Sao Paulo State Countryside. From the eight case studies it was possible to identify the aspects considered relevant for retailers in the purchase decision and partner choice. Retailers were expressed by five attributes considered the most relevant, they are: convenience, variety, price, reliability and quantity.
其他摘要：This article talks about purchase decision from small and medium retailers from Piracicaba Region, São Paulo State. The bibliographic and field research showed the main influence factors and decision criteria of small retailers for purchase, related to the choice between the traditional wholesale and the wholesale and retail outlet, which is a type of store that allows the wholesaler sales to sell to small or medium-sized retailers and for end consumers who are looking for the best price. The topics treated are the distribution channels, types of agents, the role of each one and the retailers' decision of purchasing. The exploratory research was applied to small and medium-sized retailers from Piracicaba Region, Sao Paulo State Countryside. From the eight case studies it was possible to identify the aspects considered relevant for retailers in the purchase decision and partner choice. Retailers were expressed by five attributes considered the most relevant, they are: convenience, variety, price, reliability and quantity.
关键词：Marketing; Canais de Distribuição; Decisão de Compra