Wholesale and “atacarejo” as buying option to customers of food distribution

Abstract

This paper studies the marketing channels, being the main objective the evaluation of the factors that influence the purchase decision process of small and medium retailers, understanding what drives them to migrate its purchases in the traditional wholesale / distributor to "atacarejo". The study confirms the update of the concepts of marketing channels and customer purchasing behavior. The research was done using a case study. The data were analyzed using an exploratory study and quantitative analysis. It is observed that the main factors influencing the choice of atacarejo and wholesale.