Estratégias de marketing para o consumidor de baixa renda: um estudo de caso em uma empresa varejista de móveis e eletrodomésticos.

Abstract

Before a perception change, the organizations started to notice that for a long time neglected a bulky part of consumers. It is the consumers' of the classes case C, D and E that now are being seen as a market in potential and with a considerable one to can of purchase. Observing that is necessary that the companies adopt specific strategies to assist the customers' of the base of the pyramid needs owed the peculiar characteristics of the same ones. The work was divided in five parts: Introduction, Theoretical Fundamentação, Methodological Aspects, Presentation and Discussion of the Results and final Considerations. The research has the general objective of characterizing the profile of the customer vajerista and the strategies used to assist the customers of the base of the pyramid. As á methodology the research is of exploratory and descriptive character with qualitative and quantitative approach. For obtaining of the data it was used bibliographical researches, interviews, form and participant observation as well as a model for identification of the strategies. Regarding the results it was diagnosed the characterization of the customer's of the company (sex, age, marital status, education, age, number of rooms and income) profile and information based in the model that presents the following points: adapt of the store, price strategy, of products, of distribution and location and of communication.