Marcas próprias sob a perspectiva da construção de mercado: um estudo de caso: Deli & Cia e Walmart Brasil

Abstract

Market building is a result of several practices carried out by agents from different institutions, the study of market practices allows the researcher to direct his gaze to action, to change, to understand how markets are built. As of the 70's, retail started a transformation process, its consolidation and internationalization contributed to the increase of its bargaining power in relation to the big industries. Due to the large volumes traded, large retailers became the main vehicle for distributing products manufactured by the industry. Then, a rivalry between industry and retail begins. Several strategies were put into practice by the food retailer in order to gain competitiveness in relation to competitors, among them the emergence of own brands, which deserves to be highlighted due to their scope and dissemination in the world. Given this scenario, this study focused on the discussion of the Practices of this Market using the basis of the theoretical model developed by Kjellberg and Helgesson (2007), to explore and understand the process of Building the Private Label Market in Brazil, from the perspective of the supermarket retail, as well as seeking greater familiarity with the Arrangements of this market that allows the understanding of associations between human and non human actors to promote Frameworks and Overflows, using techniques of Documentary Research and Semi-structured Interview, with the companies Deli & Cia and Walmart Brazil