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...