Análise da ruptura de produtos nas gôndolas supermercadistas: um problema enfrentado por um supermercado de pequeno porte.

Abstract

A major problem faced by the retail sector is the breakdown of products on the shelves that cause losses in sales and is alienating customers and generate dissatisfaction. This problem is inherent to markets around the world. Given the scarcity of information and research on the topic of job search, through a case study in a small grocery store, analyze the content and causes of rupture of a group of products on the shelves of retail supermarket check of the customer behavior to confront this problem. To achieve these objectives, the methodology is exploratory and descriptive, focusing as a technique for collecting data intensive direct observation in order, to check which products were in short supply on the shelves in the period observed. For this the instrument used to collect data on the break and search for possible causes was a spreadsheet developed by ECR Brazil. In order to investigate the behavior of customers before the issue of lack of product, there was an extensive direct observation using a standard applied to a sample of clients of the firm studied. The results showed that the main causes that led to rupture are the flaws in the procurement division and the activities of restocking. Being verified that the sector of perfumery and personal hygiene, cleaning and food were those who had higher rates of rupture during the period surveyed. With regard to customer behavior reactions, are quite different when the absence of products, however most of them said they replace the product for a similar missing. Therefore, it is possible to determine that the break in the supermarket Sam Shopping Center directly affects the performance and should be crafted to minimize the rate of rupture in the product mix offered by the company, ensuring efficiency in their processes.