Orivaldo
O. Gallasso
141
M A I O
/
J U N H O
D E
2 0 0 5 – R E V I S T A D A E S P M
Abs
tracts
ENGLISH
Dopoor peoplebehave
differentlyasconsumers–
orwhat is reallypoor is the
availabilityofdataabout
this theme?
CECÍLIAMATTOSO
page 22
This article draws attention to the
low availability of data about low-
income consumers and purports to
show the profit potential of this
market segment. It gives an
overall view about studies made
on its characteristics and
establishes comparisons with the
author’s own fieldwork done at the
Rocinha shantytown in Rio de
Janeiro. Among the findings are a
sense of immediacy and the
difficulty of forward-planning.
Services like a bank-account have
different meanings, and solidarity
is a strong bond for the
community. The author also
challenges the recurring myth of
“poor people as faithful debtors”.
But implies that – beneath the
cliches – lies the profile of
potentially demanding customers.
Ananalysisof retail sales
through the internet
JORGEALBERTOREIS
page30
Retail sales through the net, in
Brazil, reached R$ 2.5 billion, in
2005, or 1.5% of all retail sales. In
the U.S. the figure is over 7%.
Estimates are for strong growth in
the near future. CDs and DVDs are
the leaders in sales, and the
market is assessed at 4.7 million
high-income customers. Firms
operating through the net are
starting to get out of the red, much
against the more pessimistic
expectations of a few years ago.
Some promising niches are
highlighted, such as ticket-selling
– represented by Ingresso.com –
and show theway of opportunities
for smaller businesses.
ESPMcreatesacenter for
retail studieswithadouble
objective.
FRANCISCOGRACIOSO
page50
The author describes retailing in
Brazil as a “brave newworld”,
and traces its evolution in the past
50 years. In the beginning,
Industry was all-powerfull;
nowadays, however, it is a
modernized and sophisticated net
of retailers who all but impose its
policies upon suppliers.
Acknowledging these changes,
ESPM has just created its center
for retail studies, staffed with
specialized teachers, who are
doing research and will conduct
the courses on the subject. The
center will feature a modern
Retail Lab – the first of its kind in
Brazil.
Small andmedium-sized
supermarkets
JOÃOMARIADUBUS
page54
The article deals with the situation
of small and medium-sized
supermarkets in Brazil, and
presents three possible options to
improve their competitiveness:
strategical location (following the
tendency of customers to prefer
shopping near their homes); better
services (adding value to the point-
of-purchase) and the association in
Central Units (who do network
buying and marketing). These are –
says the author – real possibilities
to face direct competition by the
big retailers and the indirect
competition of other types of stores.
Newdemands,new
cenarios...butalmost
businessasusual
KARINBRONDINO
page 58
Although it may seem as routine,
the task of operating supermarkets
poses some unusual challenges.
These include factors such as
studying customers’ values and
beliefs, through the
R Ç O
/
A B R I L
D E
6 R E V I S T A
