Artigo localização supermercados 02

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RESUMO
O artigo procura dar uma contribuição ao conhecimento varejista no Brasil, integrando aspectos
teóricos e empíricos sobre a área de influência, conceito de fundamental importância no marketing
varejista. A metodologia engloba uma revisão do conhecimento teórico existente e desenvolve uma
investigação sobre o fenômeno da área de influência com base em pesquisa empírica com clientes
de supermercados brasileiros. A descoberta de certas regularidades na área de influência ocorreu
quando se passou a analisar o fenômeno por meio de curvas acumuladas de clientes. Verificou-se
que o tamanho da loja e a densidade populacional parecem ser fatores determinantes da extensão
da área de influência.
ABSTRACT
This article intends to make a contribution to the knowledge of retailing in Brazil, integrating
theoretical and empirical aspects of trading area – a fundamental retailing concept. The
methodology encompasses a review of the existing concepts and develops an empirical
investigation about the trading area phenomenon within Brazilian supermarkets. The discovery
of certain regularities occurred when the analysis was conducted through cumulative distribution
curves of clients. It was verified that the size of the stores and the population density seem to be
determinant factors of the trading area dimensions.
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PALAVRAS-CHAVE
Varejo, marketing, área de influência, localização varejista, novas lojas.
KEY WORDS
Retailing, marketing, trading area, retail site location, new stores.
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>:;!?6.@;A!#$!%&!!"!!'$!(!!"!!=$!%B0CD
Juracy Parente
Ph.D pela University of London e Professor Adjunto
do Departamento de Mercadologia da FGV-EAESP.
E-mail: parente@fgvsp.br
Heitor Takashi Kato
Doutor em Administração pela FGV-EAESP e
Professor da Universidade Bandeirante de São
Paulo e da Universidade Presbiteriana Mackenzie.
E-mail: htkato@osite.com.br
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