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Master's Dissertation
DOI
https://doi.org/10.11606/D.12.2007.tde-30012008-110422
Document
Author
Full name
Guilherme Fowler de Avila Monteiro
E-mail
Institute/School/College
Knowledge Area
Date of Defense
Published
São Paulo, 2007
Supervisor
Committee
Farina, Elizabeth Maria Mercier Querido (President)
Fava, Vera Lucia
Nunes, Rubens
Title in Portuguese
Estrutura de mercado e concorrência no varejo de alimentos: o mercado de consumo integrado
Keywords in Portuguese
Alimentos
Organização industrial
Supermercados
Varejo
Abstract in Portuguese
O objetivo desta pesquisa é analisar a competição entre supermercados. Contrapondo parte da literatura econômica segundo a qual o crescimento rápido de grandes redes de supermercados gera poder de mercado e redução do número dos demais formatos de lojas, esta dissertação baseia-se no argumento de que a expansão de grandes cadeias varejistas produz conseqüências complexas, podendo resultar na coexistência de uma grande variedade de formatos de negócios. A pesquisa está dividida em duas etapas. Inicialmente são examinadas as relações de concorrência entre hipermercados e supermercados de vizinhança. Evidências para o Município de São Paulo indicam que estes varejistas formam mercados distintos uma vez que preços não estabelecem entre si um equilíbrio de longo prazo. A segunda etapa aprofunda a análise sobre supermercados de vizinhança. Analisa-se o impacto do tamanho sobre a estratégia de precificação das lojas e comparam-se os supermercados vinculados a redes às lojas independentes. Contrariando a crença geral, supermercados independentes estabelecem preços menores em comparação a supermercados de rede. Argumentos que suportam este resultado são então examinados.
Title in English
Market structure and competition in food retailing: the market of integrated consumption
Keywords in English
Competition
Food retail
Supermarkets
Abstract in English
This research analyzes the competition among supermarkets. In contrast to part of the economic literature which suggests that the fast growth of supermarket chains gives rise to market power and reduction in the number of other retailing formats, this dissertation is based on the argument that growth of supermarket chains produces complex consequences and can result in the coexistence of a huge variety of retailing formats. The research is divided in two parts. In the first part, the competition between hypermarkets and supermarkets is examined. Evidences for Sao Paulo Municipal district indicate that these retailers form separate markets. Prices do not establish long term equilibrium. The second part is focused on neighborhood supermarkets. It analyzes the impact of size on price strategy and compares chain supermarkets to independent stores. The results differ from the general belief that independent supermarkets establish higher prices in comparison to chain supermarkets. The results are supported through econometric evidence.
 
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Publishing Date
2008-02-07
 
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