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...