L’objet de cette recherche est la modélisation et l'étude de l'impact de la prise en compte des perturbations et des erreurs sur les politiques de réapprovisionnement pour un e-détaillant. Une des principales incertitudes en gestion de stock est l’écart entre la quantité en stock lue dans le système d’information et la quantité réellement disponible dans le système physique. A travers une étude empirique nous avons montré que l’impact de ce type d’erreurs est important dans le cas du e-détaillant. Dans ce contexte, le système d’information joue le premier rôle dans le processus de satisfaction de la demande puisque c’est sur la confrontation entre la demande du client final et les quantités figurant dans le Système d’Information que repose la promesse de vente. A l’exception de quelques contributions, les perturbations en gestion des stocks ont été principalement étudiées dans le contexte du détaillant. Nous avons étudié l’impact de ces perturbations sur la politique de stockage dans un contexte e-détaillant en faisant l’hypothèse d’une modélisation multiplicative des erreurs afin d’optimiser le profit du e-détaillant, et proposé deux modèles de réapprovisionnement, mono- et deux- périodes. Pour le premier, nous avons proposé une extension du modèle classique de vendeur de journaux au contexte de e-détaillant/fournisseur, avec un processus de demande sujet à des perturbations. Une étude analytique nous a permis de comparer l’impact de deux types de modélisation des erreurs, additive et multiplicative. Le deuxième modèle est une extension du premier au cas deux périodes. Avec sa résolution exacte, nous avons démontré que le comportement des quantités optimales était non monotone et qu’une politique myopique n’est pas optimale pour le cas multi-périodes. Grace à une étude numérique nous avons pu proposer des recommandations pour les managers, quant aux quantités à commander pour les deux périodes. Un troisième modèle de réapprovisionnement étudie l’impact des perturbations pour un problème multi-périodes avec minimisation des coûts et en considérant deux taux de service à atteindre, l’un sur la satisfaction des demandes et l’autre sur la satisfaction des ventes. Dans ce contexte, nous avons étudié et discuté plusieurs stratégies d’alignement dont réalisation d’inventaires et déploiement de technologie RFID. / The aim of this PhD research is to study the impact of the inventory inaccuracy issue on replenishment policies under the wholesaling / e-retailing context. The inventory inaccuracy is defined as a discrepancy between the quantity shown by the Informational System and the quantity actually Physically available for sales. Such discrepancy has as root many sources of errors such as execution, transaction, misplacement, supply unreliability or shrinkage errors. We provide empirical evidence on the wide presence of inventory inaccuracies through one case study of wholesaling organizations. In e-retailing context customers’ demands are remotely satisfied based on the inventory level shown in the information system. The main interest of the research community was about studying the inaccuracy under the retail context. After motivating our research empirically and by the literature review, we develop three inventory frameworks subject to inventory inaccuracies under the wholesaling / e-retailing context with different configurations of the stochastic errors describing the inaccuracy issue. The error configuration could be additive for some sources of inaccuracies such as transaction as well as multiplicative (also known as stochastically proportional) for other sources such as shrinkage. Our first inventory framework aims to extend single-period (Newsvendor) model to the e-retailing/wholesaling context subject to inaccuracy. In Addition, to providing managerial insights, we compare the behavior of the optimal ordering strategies under the additive and the multiplicative error settings. Our second inventory framework is an extension of the former to the case of two selling periods. By solving exactly the two-period problem, we show that the behavior of the optimal ordering quantities is not monotonic, and conclude that a myopic policy could not be optimal. Thanks to a numerical study, we derive some interesting managerial insights about the management of the error risk between the two selling periods. Thanks to the theoretical results of our second inventory framework, we propose a third framework dealing with the inventory inaccuracy issue under a multi-period setting by assuming cost minimizing as a target but also by considering two Cycle Service Level constraints to achieve, the former for the demand satisfaction and the latter for the sales commitment satisfaction. We provide a comprehensive numerical study by comparing several policies as making inspection and RFID deployment.

O presente trabalho tem como objetivo um estudo sobre perfil de consumidor e o problema de localização de lojas de diferentes canais de vendas do varejo, levando em consideração o perfil socioeconômico e perfil de compra dos consumidores. Uma análise de clusters possibilitou, com base nos dados de vendas por classes sócio-econômicas de lojas dos vários canais obtidos de um varejista, a segmentação de diferentes tipos de lojas e canais com potenciais de vendas diferenciados. Posteriormente, a pesquisa propõe uma modelagem para o problema de localização dos grupos de loja no varejo empregando programação linear inteira. O modelo visa à maximização do resultado operacional total que se obtém da política de localização de diferentes tipos de lojas e canais numa cidade ou região. O modelo é implementado para a cidade de Belo Horizonte (MG), utilizando-se os dados levantados de potenciais de vendas para os diferentes tipos de canais lojas e os dados da distribuição das populações dos bairros de BH, segmentados pelas várias classes sócioeconômicas. Uma análise de Sensibilidade apresenta os efeitos de diferentes formas de operacionalização da área de influência ou cobertura de uma loja sobre a política de localização das lojas, bem como sobre o resultado operacional. A análise sensibilizada mostrou também que o modelo buscou dentre os diferentes cenários alterados, a aproximação na indicação dos bairros a ser instalados as lojas, ao percentual de influência e ao potencial de vendas dos diferentes bairros por tipos de lojas. A segmentação das lojas em vários tipos e canais bem como a proposição de operacionalização da região de cobertura de uma loja contribuem com discussões importantes para a literatura. Por outro lado, a modelagem proposta pode apresentar subsídio para a tomada de decisão gerencial na expansão ou implantação de lojas de varejo numa determinada região. / The main objective of the present research aims to a study on consumer profile and the retail store location problem of different stores channels, taking into account the socioeconomic profile and the consumers purchase behavior. A clusters analysis, based on sales data for socio-economic classes from the various type of stores channels obtained from a retailer, targeted of different types of stores and channels different sales potential. Subsequently, the research proposes a model to the problem of location of groups of retail store employing integer linear programming. The model aims to maximize the total operational result that is obtained from the optimal location of different types of stores and channels in a city or region. It is implemented for the city of Belo Horizonte (MG), using data collected from the sales potential for the different types of stores channels and of distribution of the populations on each districts in BH, targeted by the various socio-economic classes. A sensitivity analysis shows the effects of various types of operation of the area of influence or coverage of a shop on the politics of location of the shops, as well as the operating result. The sensitive analysis also showed that the model sought among the changes of parameters over the scenarios, the proximity over the indication of districts to the store indication, the influence percentage and the sales potential over the different districts by store cluster. The segmentation of the stores throughout the various types and channels as well as the proposition of area coverage operation of a single store, contributes to important literature discussions. Moreover, the proposed model may subsidizes management of decision-making in expansion or establishment of retail stores in a given region.

Purpose – The purpose with the study is to get an understanding of how a low-power retailer can incentivize their high-power supplier(s) to improve their supplier on-time delivery performance. The purpose was fulfilled by answering the two research questions: How does power asymmetry influence supplier on-time delivery performance in a low-power retailer and high-power supplier context? How can low-power retailers work with high-power suppliers to increase their supplier on-time delivery performance? Method – To answer the research questions, both theoretical and empirical data was required. A literature study was conducted to gather relevant theories about on-time delivery performance and supplier relations. To get the required empirical data, a case study was conducted at a case company that suited the subject. The case study consisted of multiple interviews and document studies. This enabled for an analysis in the form of pattern matching in order to answer the research questions and thereby fulfill the purpose. Findings – The power asymmetry between a supplier and a retailer influences the supplier on-time delivery performance in several ways. The low-power retailer can experience difficulties with setting the demands they need. Having to deal with high-power suppliers while being a low-power retailer has its challenges when a satisfying level of supplier on-time delivery performance is needed. The study found four appropriate ways for low-power retailers to work with high-power suppliers to get improved supplier on-time delivery performance. Improvement and changes can be done, these could be major and minor, internal and external. Implications – Both practical and theoretical implications have been provided. The practical implications are that the low-power retailer needs to know their power position in the dyadic relation and act accordingly to enable for a satisfying level of supplier on-time delivery performance.The theoretical implications are that this study has filled a knowledge gap regarding improvement of supplier on-time delivery performance. The knowledge gap would be the power asymmetry subject from a low-power retailers’ perspective. Not much attention has been devoted into this subject.Limitations – The limitation with this study was conducting a case study. The results are limited to this type of telecommunication retailing company. The case study was the choice of method as it gave a deeper understanding for the subject. Keywords – On-time delivery performance, supplier relations, power asymmetry, dyadic relationships

Due to intense competition, retail stores are today forced to come up with exciting new sales promotional ideas to remain a relevant choice for customers. Gift giving is a sales promotional tool which has previously demonstrated to increase customer satisfaction and spending - an ideal situation for any retailer. However, gift giving has only been researched and confirmed for retailers that offer consumable goods. It has yet to be measured in a context where it is of greater difficulty for the customer to spend more than planned. This research fills that void by conducting a field experiment at a retail store offering durable shopping products.The purpose of the study is to investigate the effect gift giving has on gratitude, obligation, satisfaction, impulsive buying, and spending at a retail store offering durable shopping products. Through a field experiment, the study tests the effect on these variables of both small and large gifts and explore whether customer spending increases alongside the gift’s monetary worth.To complete the purpose of the study, a case company representing a durable shopping products retailer was selected. A field experiment was setup with two experimental groups and one control group. The results from the manipulation were collected through questionnaires which included questions pertaining to the study’s five variables. The collected data was then analysed through the statistics program SPSS.The only emotion that is affected from providing gifts in this retail environment is obligation, a negative emotion, which in turn decreases customer satisfaction. Since giving a gift only evokes negative emotions, it is concluded that a durable goods retailer should not use gift giving as a sales promotional tool. Additionally, when given a large gift, customer spending decreases considerably. This could imply that gift giving does not work in this retail environment, or that an extraneous variable affected the experiment’s outcome.

The value of secondary brand associations has been discussed in the literature for decades. Companies are transferring their brand building to retailers (Bruwer, Li et al. 2002 ), therefore, it is very important to understand the impact of retailers on the product brand and consumers’ decision making processes when considering other relevant sources of brand associations. However, in the wine environment, few published studies have been carried out to examine the association with retailers. Thus, the primary aim of this study is to examine whether this association transfers value to the image of wine brand and influences consumers’ behaviour. Also, the impact of ethnicity on the consumer’s decision making process will be taken into account. This research specifically provides insight into Christchurch’s wine retailing industry. Owing to the limited time and resources, the wine drinking community in Christchurch has been divided into two groups (European and Non-European). Europeans (150) and Non-Europeans (50) were recruited for the sample. Two research models and six main hypotheses were established to analyze the relationships between brand associations, perceived brand image and consumer behaviour. Research was conducted to collect quantitative data by using questionnaires, including rating scales and multiple choice questions. Face to face interviews and self-administered methods were employed. Participants were recruited by using a combination of convenience sampling, quota sampling and random sampling. A statistical programme called the Statistical Package for the Social Sciences (SPSS) was used to analyse the data. From the results it was found that associations including the packaging, characteristics, quality, country of origin, producer of the wine, retailer or staff qualities have a positive impact on the spending on wine. In particular, the kinds of retailers make differences to consumers’ expected wine budgets. The results also suggested that the evaluation patterns and perceptions of wine are different in the two ethnic groups.

Introduction: Nowadays beverage companies must focus on maintaining healthy finishedgoods inventory stocks in order to be able to decrease inventory costs, meet customerrequirements and to obtain competitive advantage. However many beverage SMEdon’t have an accurate planning and forecasting to manufacturing inventories. Thereforethey often face the problem of optimization in inventory management due to several differentreasons. As a result, company loses its competitiveness. Thus, there is a need tocoordinate Inventory activities of beverage SMEs to improve inventories’ planning. The purpose of this study is to analyze how inventory management is organized in a small Chinese beverage company. Frame of reference: This research is based on the theoretical framework relates with InventoryManagement (IM) and Retailer-managed inventory (RMI), vendor-managed inventory(VMI) and Collaborative Planning, Forecasting and Replenishment (CPFR).Empirical Data were collected through personal interviews and organization documents. Methodology: The research strategy for this paper is a single case study. This strategy allows investigating topic in its real life context. The inductive approach is used for this research based on qualitative data. The major source of data collection was semi-structured interviews and the company's documents. For analyzing data categorization approach was applied. Conclusion: The study found that inventory management theories presented in scientificliteratures are used in practice. To achieve better inventory management for beverageSMEs, the authors summarize four importance parameters based on literatures and findings.The authors also provide some suggestions based on the importance parameters inthe conclusion to optimize the case company’s inventory management.

La puissance d'achat est appréhendée par le droit européen comme un pouvoir de marché entraînant des effets pro et anticoncurrentiels sur le marché intérieur. Les dispositions de droit positif concernant les pratiques restrictives de concurrence et les concentrations d'une part, ainsi que les abus de domination d'autre part, correspondent à deux hypothèses d'appréhension de la puissance d'achat par le droit de la concurrence. Si les premières relèvent d'une logique structurelle tempérée, les abus de domination obéissent à une logique ordo- structurelle forte teintée d'un élément subjectif afférent au comportement. Dans le premier cas, la puissance d'achat est considérée comme nocive pour la concurrence si son degré est trop important. Dans le second cas, elle est présumée nocive et réprimée si elle est exercée abusivement. Les objectifs de politique concurrentielle européenne de protection de l'efficience globale de marché et les outils normatifs afférents témoignent toutefois d'une approche limitative de la puissance d'achat. Les lois actuelles démontrent certaines faiblesses dans l'appréhension de la puissance d'achat, celle-ci dépassant les situations monopso- ou oligopsonistiques et s'exprimant notamment comme pouvoir de marché relatif. Les modifications législatives proposées dans le sens d'une appréhension de la puissance d'achat dans ses différentes acceptions économiques pourraient toutefois permettre de protéger utilement l'ensemble des acteurs économiques concernés sans se limiter au consommateur final. / European law considers buyer power as a market power able to create pro and anticompetitive effects on the internal market. Buyer power is concerned by the application of competition law in cases of anticompetitive pratices and mergers on the one hand and abuse of dominance on the other hand which differents economic logics. Rules about anticompetitive practices and mergers focuse on the buyer power's degree which define pro and anticompetitive effects. Rules about abuse of dominance focuse on the abuse of a dominant buyer and assume anticompetitive effects. The assessment of buyer power under competition law is substantially influenced by the general competition policy concept which is aimed at maximising consumer welfare. Competition law considers buyer power predominantly as an absolute market power and not in the form of bargaining power exercised bilaterally vis-à-vis individual suppliers. Nevertheless european existing law is not able to consider all situations of buyer power. Monopolistic or oligopolistic situations do not reflect the reality of buyer power which also significate a relative market power. It seems that proposed legislative modifications aiming to consider the economic reality of buyer power on the entire market could lead to a better protection of all concerned competitors and not only the end consumer. / Das europäische Recht tendiert dazu Nachfragemacht als Marktmacht aufgrund ihrer wettbewerbspositiven und -negativen Effekten auf dem Binnenmarkt zu erfassen. Die Nachfragemacht im europäischen Recht wird zum einen durch das Kartellrecht, die Fusionskontrolle und zum anderen durch die Missbrauchskontrolle erfasst. Diese Normen entsprechen alle einer wettbewerbspolitischen Orientierung, können jedoch aufgrund ihrer jeweiligen Wettbewerbssysteme unterschieden werden. Zum einem erfassen das Kartellrecht und die Fusionskontrolle die Nachfragemacht als Marktmacht, die aufgrund ihres Grades positive und negative Auswirkungen auf die Marktstruktur bewirken kann. Zum anderen wird die Nachfragemacht aber auch vom europäischen Missbrauchsverbot erfasst. Es wird anders als im Kartellrecht oder bei der Fusionskontrolle nicht ermittelt, inwiefern Nachfragemacht den Wettbewerb möglicherweise schädigt, sondern ob der Wettbewerb wegen der Ausnutzung dieser Marktmacht geschädigt wird. Jedoch erfassen die europäischen Rechtsnormen den ökonomischen Ansatz der Nachfragemacht auch anhand des Monopsonmodell nur teilweise und stellen deshalb eine begrenzte juristische Analyse dieses Phänomens dar. Dabei schliesst das europäische wettbewerbspolitische Leitbild den Schutz bilateraler Verhältnisse aus seinem Anwendungsbereich aus wohlfahrtsneutralen Gründen aus. In diesem Sinne wird Nachfragemacht prinzipiell als absolute Marktmacht definiert. In der Weise einer vereinfachten aber zugleich wirksamen Erfassung von Nachfragemacht durch das europäische Recht könnten jedoch die vorgeschlagenen Änderungen der aktuellen Rechtsnormen zu einem umfassenden Schutzes aller Marktteilnehmer führen.

Les risques perçus associés aux achats en ligne ont un effet critique sur la prise de décision du consommateur. En outre, étant donnée la mondialisation rapide des achats en ligne, une compréhension des raisons pour lesquelles les risques perçus varient en fonction de différentes cultures dans les achats en ligne est pertinente. La question de recherche qui motive cette étude est la suivante: « Quelles sont les différences significatives dans les effets de plusieurs déterminants des risques perçus dans les achats de vêtements en ligne en fonction des différences culturelles entre la Chine et la France ? » Un modèle d'équations structurelles est développé sur les relations hypothétiques entre les construits de l'étude. La recherche a apporté quelques résultats. Tout d'abord, nous avons constaté que les répondants chinois et français perçoivent de faibles niveaux de risques non-personnels et personnels dans leurs achats de vêtements sur Internet, mais les répondants chinois perçoivent un niveau plus élevé de risques non-personnels et personnels que les français. Le deuxième résultat principal est que le rôle des déterminants des risques perçus (la préoccupation des informations personnelles, la protection de la sécurité et la réputation des vendeurs en ligne) sur les risques perçus dans les achats en ligne varient selon les cultures. La réputation du site Web est plus valorisée dans les cultures collectivistes (Chine), tandis que la préoccupation des informations personnelles et la protection de la sécurité sont plus valorisées dans les cultures individualistes (France). Enfin, à la fois pour l'échantillon chinois et français, les risques perçus non-personnels ont un effet significatif sur l'intention à racheter. D'autre part, en ce qui concerne l'effet des risques perçus personnels, nous avons constaté qu'il y avait un effet négatif des risques perçus personnels sur les consommateurs chinois. / The perceived risks associated with online shopping have a critical effect on consumer decision making. In addition, cultural values provide a good theoretical basis for understanding perceived risk. Given the rapid globalization of online shopping, an understanding of the reasons why perceived risk vary in different cultures regarding online shopping should be crucial. The research question furnishing the main impetus for this study is: What are the significant differences in the effect of several determinants of perceived risk of online clothing shopping depending on cultural differences between China and France? Structural equation models with the maximum likelihood estimation method are employed to test all the hypothesized relationships. The research puts forth some findings. First, it is interesting to note that both the Chinese and French respondents perceive low levels of non-personal and personal risk regarding their online clothing purchases, but the Chinese respondents perceive higher non-personal risk than the French respondents and higher personal risk than the French respondents. The second key finding is that privacy concerns, security protection, and reputation have different effects on both consumer perception of non-personal risk and personal risk depending on cultural differences. Reputation is more valued in collectivist cultures (China), while privacy concerns and security protection are more valued in individualist cultures (France). Additionally, for both the Chinese and French samples, non-personal perceived risk significantly effects intention to repurchase. We found personal perceived risk has a significant effect only on Chinese consumer intention to repurchase.

Submitted by Carlota Kelly (carlotakelly@hotmail.com) on 2018-08-08T10:46:06Z No. of bitstreams: 1 FGV_EBAPE_Carlota_Kelly_final_version_dissertation_2018_.pdf: 4716025 bytes, checksum: 1169e49f54e77901ef15e05eea835461 (MD5) / Approved for entry into archive by Janete de Oliveira Feitosa (janete.feitosa@fgv.br) on 2018-08-21T12:51:00Z (GMT) No. of bitstreams: 1 FGV_EBAPE_Carlota_Kelly_final_version_dissertation_2018_.pdf: 4716025 bytes, checksum: 1169e49f54e77901ef15e05eea835461 (MD5) / Made available in DSpace on 2018-08-27T17:46:14Z (GMT). No. of bitstreams: 1 FGV_EBAPE_Carlota_Kelly_final_version_dissertation_2018_.pdf: 4716025 bytes, checksum: 1169e49f54e77901ef15e05eea835461 (MD5) Previous issue date: 2018-06-22 / OBJETIVO: Esta tese propõe – se a avaliar a influência de dois tipos de campanhas de e-mail nas vendas online, no contexto de um retalhista na área de moda. A plataforma online do retalhista engloba três conceitos diferentes: LA Woman, LA Kids e LA Loft. Deste modo, o estudo ambiciona entender recorrendo às ferramentas disponíveis, a resposta dos diferentes tipos de campanhas de email ao tráfico gerado e transações no website da marca. METODOLOGIA: Relativamente à abordagem de pesquisa, um estudo de caso foi o método selecionado com ajuda dos dados obtidos das duas plataformas: base de dados interno de email marketing e Google Analytics. Consequentemente, práticas de pesquisa descritiva e explicativa foram conduzidas de modo abordar as perguntas propostas no âmbito desta dissertação. RESULTADOS: As principais conclusões demonstram que campanhas de email de natureza informativa são mais bem-sucedidas atendendo as vendas, enquanto que as campanhas de email com reduções de preço associadas geram um maior número de tráfico no website. Esta primeira descoberta foi reconfirmada, visto que os utilizadores que regressam ao site veem sobretudo através de campanhas de email de origem informativa, que geram maior número de receitas e transações LIMITAÇÕES: A dissertação apresenta algumas limitações associadas à natureza da sua abordagem de pesquisa, bem como aos dados fornecidos pela marca. Desde modo, seria interessante para estudos futuros considerar – se a avaliação os resultados obtidos no ponto de vista de outras empresas do sector da moda, de forma a obter um cenário mais completo. APLICABILIDADE DO TRABALHO: Atendendo aos resultados desta dissertação, a empresa da área da moda, Lanidor, poderá adaptar a sua estratégia digital, de modo a estabelecer e obter uma maior aprovação da sua lista de subscritores. Adicionalmente, este estudo concede a oportunidade de adaptar o tipo de campanhas de email usadas, bem como, o seu conteúdo consoante os seus objetivos e a sua estratégia digital. / PURPOSE: The purpose of this study is to evaluate the impact of two type of email campaigns on e-commerce revenues, in the context of a fashion retailer. This retailer´s e-commerce platform englobes three concepts: LA Woman, LA Kids and LA Loft. Given these circumstances, the study aims to understand under the guidance of the disposable metrics, the response from the different email campaigns to traffic driven and sales conversion on the website. DESIGN/METHODOLOGY: A case study research approach was employed with the support of data obtained from two platforms: in-house email marketing database and Google Analytics. Furthermore, some descriptive and explanatory research was conducted to address the proposed research questions. FINDINGS: The key findings display that informative email campaigns are well succeeded concerning sales conversion, while price reduction email campaigns generate a higher amount of traffic into the website. Moreover, this was reconfirmed as returning visitors to the site come mainly through informative email campaigns generated higher revenues and transactions. RESEARCH LIMITATIONS: The study presented any limitations associated with the nature of the research approach and the organisation of the data provided by the company. Future research can evaluate the results from other companies’ scope and have a more complete overview. PRATICAL IMPLICATIONS: From these results, the fashion brand used to conduct this analysis, Lanidor, can adapt its digital strategy to better address and engage their mailing list. Besides it can adapt the type of email campaigns and content to the different aims beyond their digital marketing strategy.

O presente trabalho tem como objetivo um estudo sobre perfil de consumidor e o problema de localização de lojas de diferentes canais de vendas do varejo, levando em consideração o perfil socioeconômico e perfil de compra dos consumidores. Uma análise de clusters possibilitou, com base nos dados de vendas por classes sócio-econômicas de lojas dos vários canais obtidos de um varejista, a segmentação de diferentes tipos de lojas e canais com potenciais de vendas diferenciados. Posteriormente, a pesquisa propõe uma modelagem para o problema de localização dos grupos de loja no varejo empregando programação linear inteira. O modelo visa à maximização do resultado operacional total que se obtém da política de localização de diferentes tipos de lojas e canais numa cidade ou região. O modelo é implementado para a cidade de Belo Horizonte (MG), utilizando-se os dados levantados de potenciais de vendas para os diferentes tipos de canais lojas e os dados da distribuição das populações dos bairros de BH, segmentados pelas várias classes sócioeconômicas. Uma análise de Sensibilidade apresenta os efeitos de diferentes formas de operacionalização da área de influência ou cobertura de uma loja sobre a política de localização das lojas, bem como sobre o resultado operacional. A análise sensibilizada mostrou também que o modelo buscou dentre os diferentes cenários alterados, a aproximação na indicação dos bairros a ser instalados as lojas, ao percentual de influência e ao potencial de vendas dos diferentes bairros por tipos de lojas. A segmentação das lojas em vários tipos e canais bem como a proposição de operacionalização da região de cobertura de uma loja contribuem com discussões importantes para a literatura. Por outro lado, a modelagem proposta pode apresentar subsídio para a tomada de decisão gerencial na expansão ou implantação de lojas de varejo numa determinada região. / The main objective of the present research aims to a study on consumer profile and the retail store location problem of different stores channels, taking into account the socioeconomic profile and the consumers purchase behavior. A clusters analysis, based on sales data for socio-economic classes from the various type of stores channels obtained from a retailer, targeted of different types of stores and channels different sales potential. Subsequently, the research proposes a model to the problem of location of groups of retail store employing integer linear programming. The model aims to maximize the total operational result that is obtained from the optimal location of different types of stores and channels in a city or region. It is implemented for the city of Belo Horizonte (MG), using data collected from the sales potential for the different types of stores channels and of distribution of the populations on each districts in BH, targeted by the various socio-economic classes. A sensitivity analysis shows the effects of various types of operation of the area of influence or coverage of a shop on the politics of location of the shops, as well as the operating result. The sensitive analysis also showed that the model sought among the changes of parameters over the scenarios, the proximity over the indication of districts to the store indication, the influence percentage and the sales potential over the different districts by store cluster. The segmentation of the stores throughout the various types and channels as well as the proposition of area coverage operation of a single store, contributes to important literature discussions. Moreover, the proposed model may subsidizes management of decision-making in expansion or establishment of retail stores in a given region.