Impactos da venda direta no mercado de eletrodomésticos

Resumo

This thesis aimed to understand the strategic objectives of direct selling focused on major appliances considering Brazilian market. In addition, the research presents the following objectives, such as assortment management, pricing strategy, which transformations occurred due to the pandemic caused by COVID-19, which are the preferences for channels (online or offline); three surveys were applied, one quantitative open to consumers in general, carried out from 01.01.2021 to 01.01.2021, and two qualitative in-depth, where the same questions applied to industry and retail executives, both at the same level decision-making process, 5 executives from each market were interviewed, from 02.01.2021 to 02.02.2021, from companies in the home appliances and electronics segments. As a result, advantages and disadvantages were pointed out in the opinion of the interviewees and authors, demonstrating that the advantages and disadvantages of buying from the retailer were the most cited ones: They are usually offering as an advantage, as a disadvantage to the little variety of products and the delivery time. Although it has advantages, a hybrid channel structure can contribute to the conflict of channels, because a hybrid channel structure, the supplier can become, at the same time, supplier and competitor of its reseller network, causing a dispute for the same final consumer, causing a tension that can increase the occurrence of channel conflict.

Ficha do documento

Tipo

Dissertação

Ano

2021

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/30815

Palavras-chave

Direct salesConflictsChannelsMarketSegmentsVenda diretaConflitosSegmentosMercadoCanaisD2CConflito de canaisAdministração de empresasCanais de distribuiçãoComércio varejistaEletrodomésticos