O modelo de negócios da rede lotérica e o seu papel para a sociedade brasileiraum olhar sobre o Estado de São Paulo

Resumo

Purpose: The lottery’s points of services of Brazil, regulated by Law No. 12,869, dated October 15, 2023, aims to act as the main partner of CAIXA in promoting the social and economic inclusion of the population, enabling the execution of the Federal Government's priority public policies. Additionally, it also serves as the primary sales channel for Brazil's lotteries. This study investigated the potential contribution of the business model of the Lottery Retail Units to the financial sustainability of this channel. Method: A quantitative approach research was conducted with an explanatory objective through interviews with users of 16 (sixteen) lottery’s points of services in the State of São Paulo, aiming to identify which primary and secondary operations were performed in these units. A total of 450 responses were collected from a closed questionnaire applied to frequent or occasional users. For a better understanding of the presented scenarios and with the purpose of obtaining results consistent with each reality, the statistical data were collected and tabulated into three categories: small, medium, and large-sized units considering lottery games, separated according to the specificities of the audiences of each lottery’s points of services. Subsequently, the data were cross-referenced for the purpose of analyzing and comparing the survey responses against the identified scenarios. Findings: The results of the study demonstrate that the business model of Lottery Retail Units, which proposes the sale of a mix of products and services – be it banking, social, commercial, or lotteries – ensures the financial sustainability of the channel. Although the majority of patrons frequenting the lottery’s points of services are from low-income groups (classes C, D, and E) of all genders, ages, and profiles, the diversity of products and services offered always provides opportunities for the realization of new business not initially anticipated in customer interactions. The study also reveals that for the vast majority of users, lottery’s points of services are primarily accessed for performing banking and social services, with commercial and lottery segments serving as secondary purposes at these service points. Research limitations: Considering the extensive reach of the lottery’s points of services in Brazil, to obtain a more homogeneous sample, the surveys were conducted only in lottery’s points of services in the State of São Paulo. This may represent a context that does not align with other states in the Federation. Applicability: In order to attract new audiences to the lottery’s points of services, with the primary goal of maintaining the financial feasibility of one of the main operators of public policies in Brazil, it is important to understand the behavior of the public that frequents the Lottery Retail Units. By identifying the motivators and obstacles that bring people closer to or push them away from the lottery’s points of services, it is possible to assess whether the hybrid model of selling lottery products, combined with the provision of banking services, payments of social benefits, housing loans, among others, strengthens this physical channel of service to the Brazilian population. Originality: In addition to the limited bibliographic references on the topic of "lotteries," this work innovates in the research field related to the lottery’s points of services, the main sales channel for Federal Lotteries and an important public policy agent in Brazil. This lottery’s points of services facilitates the banking of the population, pays social benefits and labor-related payments, and, most importantly, is present in almost all Brazilian municipalities. In this regard, no research was found that directly touches on the present topic, which is why it was not possible to use existing theoretical references. By complementing and expanding research in this specific field, the findings of this work can offer valuable insights into the perception and effectiveness of this business. Investigating how the Lottery Retail Units' model influences their financial feasibility can lead to significant improvements, as well as provide opportunities for more effective strategic definitions for these enterprises in the future.

Ficha do documento

Tipo

Dissertação

Ano

2024

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/35760

Temas

Políticas PúblicasAdministração PúblicaMeio Ambiente

Palavras-chave

Rede lotéricaModelo de negócioSustentabilidade financeiraExecução de políticas públicasLoteriasLottery’s point of serviceBusiness modelFinancial sustainabilityExecution of public policiesLotteriesAdministração públicaPolíticas públicas - BrasilSustentabilidadeGestão de negócios