Understanding consumer behaviour. A way to define strategic actions in the retail apparel market

Describes how the clothing and fashion retailer, C&A, in Brazil developed a knowledge management system centred on the understanding of customer needs and wants, and the part played by market research in this.

Understanding Consumer Behavior

A way to Define Strategic Actions in the Retail Apparel Market

Luiz Fernando GoesGouvêa de Souza & MD, Brazil.

Sonia BittarResearch and Market Studies Division, Gouvêa de Souza & MD, Brazil.

BACKGROUND

The brothers Clemens and August established C&A, one of the world's largest apparel retail chains, in Holland in 1841. The union of the first letters of their names resulted in the brand name of C&A.

In 1976 C&A opened its first store in Brazil and currently holds more than 90 points of purchase in the entire country.

C&A's stores offer many apparel categories...

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