ESTRATÉGIAS DE PRECIFICAÇÃO DOS PRODUTOS ORGÂNICOS: UMA ANÁLISE DAS PRINCIPAIS REDES DE SUPERMERCADOS DO MUNICÍPIO DE SÃO PAULO
Journal Title: Revista Competência - Year 2014, Vol 7, Issue 2
Abstract
This paper discusses the concepts of pricing, details the Brazilian retail and reveals some aspects involving the definition of organic food, bringing an overview on the production and consumption of such products. The objective of this paper was to identify what are the main pricing strategies of organic products in large chains of supermarkets located in São Paulo. The study merges general and specific aspects involving major supermarket chains in the city of São Paulo. A descriptive qualitative research was elaborated and five managers representing the five major supermarket chains of the city of São Paulo participated in the interviews. The study concluded that the chain stores practice specific pricing strategies that attract the consumer, such as the adoption of lower markup for those products. It was also found that the desire to be a reference in the sale of organic products makes supermarkets seek a differentiation through green labels, and group them inside the stores. These actions reinforce the importance that major supermarket chains in the city of São Paulo give to a category with high growth potential, such as agrifood products of organic origin.
Authors and Affiliations
Paolo Edoardo Coti-Zelati
Keywords
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- EP ID EP677237
- DOI https://doi.org/10.24936/2177-4986.v7n2.2014.169
- Views 224
- Downloads 0
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