Quais as metodologias utilizadas pelos varejistas brasileiros para escolher a localização de uma loja?

Resumo

One of the main challenges retailers face is the choice of the commercial point's location. A wrong decision of place will definitely impact the store's result, the development of the brand, the company's lifetime and so on, even getting to the point of compromising store expansion and the business continuity. This decision is so important that it should have maximum attention, professionalism, investment and attention from the retailer. There are several methodologies available to assist in this decision-making process, from the most sophisticated to the simpler and more pragmatic tools. Our work has the objective of research which methodologies are used by Brazilian retailers for the important decision that is the choice of location for a business. In order to understand those practices, we interviewed the main managers of a representative variety of businesses in the retail market, through a qualitative research about the topic, in addition to a quantitative questionnaire, open to a wider population of retailers. Thus, we've learned that the decision-making process for a commercial point's location involves a great amount of information (Big Data), more accessible through the technologies available nowadays, but not widely professionalized yet, being less utilized than it would be desirable.

Ficha do documento

Tipo

Dissertação

Ano

2018

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/24543

Palavras-chave

RetailLocationMethodologyFactorVarejoLocalizaçãoMétodosFatoresAdministração de empresasComércio varejistaLojas - LocalizaçãoLojas de varejo - Localização