As Gimpel (1980), another factor of stimulaton that if it looked to create consuming it to lose that habit of would mercearia, was that it could touch and catch in the products displayed in the shelves, decide and compare between marks, quality and prices. With this direct contact with the product, the consumer bought more, therefore more with regard to the product was felt safe that it was acquiring. As Rojo (1998), the store retail alimentary nowadays in one are incited competition and exist the necessity of the professionalization of the nets. To increase, or at least trying to keep the profits and not to be engolidos for the international companies, the supermarkets are joining, forming nets or cooperatives. The main profit with these filiations are in the greater bargaining power, in the purchase of products in great amounts. Another question of intense battle of this sector is in the positioning of the great nets, with aggressive strategies of prices and promotions, the strong use of the propaganda and campaigns come back to the fidelizao of customers. 2.4 The importance of the supermarket for the Brazilian consumer the Brazilian after the guaranteed economic stability from 1994 suffered deep alterations in its behavior.
In Brazil still the inflation, not galopante exists as the previous lived one to the plan real, however more steady what it guarantees a little more than to it comfort. The consumer can compare and memorize the prices, for being more critical and conscientious of its rights, mainly with the validity of the code of defense of the consumer. The change in the behavior of the consumer was not only to acquire more good or services, but to get or to substitute for others, due to fall in its purchasing power. 2,5 Marketing research to know desires habits of consumption of the customers, who are one of the pointers of the good management, are necessary to develop research to not only know the profile, but also the level of satisfaction of the consumers.