Competitividade das marcas próprias de alimentos no mercado varejista de Fortaleza-Ceará

Abstract

It analyzes the level of competitiveness of the own marks of victuals in the retail market of the city of Fortaleza. In the last decade, the offer of different marks bent in the Brazilian supermarkets. Nowadays, the medium and big distributors aim at to join productivity, profitability, quality and low price in the search of the consumer's fidelity and, for that, they are betting in the own marks. Products of that nature reached US$ 250 billion in 1997 and about of US$ 305 billion in 2000, and they have been having an annual growth of 7,0% since 1990 in the European countries. The same happens in the United States, where some retail chains possess 30,0% of his/her mix of products composed of own marks. In Brazil, the establishment of the own marks is still in the beginning, however, the tendency is the same that she have been observing in Europe and USA. It is verified, that the great supermarkets fortalezenses is investing in victuals of own mark. The averages and small nets of local supermarkets still don't offer a vast line of products of own mark, being the restricted offer to cereals and bakery goods. The main retailers of the city that market nutritious items of own mark - Sugar Loaf, Extra, Good Price and Mercantile Hiper - they are retail hiper-companies, in which great amounts of several types of products are marketed, mainly of victuals and, there is usually an intense circulation of people. The number of nutritious items of own mark in the current retail trade of Fortaleza is quite wide and varied, tends from basic items as rice, bean, pasta, coffee and sugar, even products of high value joined as the imported masses, the dietary sweeteners, the products light among other, registering a total of 185 nutritious items of different own mark only in the five rescarched establishments. In a general way, the prices of those products are among the more bass regarding the other marks and, in agreement with the consumers interviewees' great majority, they possess equivalent qualities with the other marks, besides with the marks leaders. It is concluded, that the nutritious items of own marks in the city of Fortaleza are with a good level of competitiveness in the local retail of victuals. The intermediate position of the prices, the good outstanding quality for the own consumers and the leaders' satisfaction confirms the current situation of that product type in the Capital of Ceará.