ESTRUTURA E CONDUTA DO MERCADO VAREJISTA DE MADEIRA SERRADA EM RIO BRANCO-ACRE - Silva, Zenóbio Abel Gouvêa Perelli da Gama e; Sousa, Ívina Zuleide Gonçalves de (Floresta, 2010)
<!–[if gte mso 9]> <![endif]–><!–[if gte mso 9]> Normal 0 21 false false false <![endif]–><!–[if gte mso 9]> <![endif]–> <!– /* Style Definitions */ p.MsoNormal, li.MsoNormal, div.MsoNormal mso-style-parent:""; margin:0cm; margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:12.0pt; font-family:"Times New Roman"; mso-fareast-font-family:"Times New Roman"; @page Section1 size:612.0pt 792.0pt; margin:70.85pt 3.0cm 70.85pt 3.0cm; mso-header-margin:36.0pt; mso-footer-margin:36.0pt; mso-paper-source:0; div.Section1 page:Section1; –> <!–[if gte mso 10]> <mce:style><! /* Style Definitions */ table.MsoNormalTable mso-style-name:"Tabela normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:10.0pt; font-family:"Times New Roman"; mso-ansi-language:#0400; mso-fareast-language:#0400; mso-bidi-language:#0400; –> <!–[endif] –> <!–[if gte mso 9]> <![endif]–><!–[if gte mso 9]> Normal 0 21 false false false PT-BR X-NONE X-NONE <![endif]–><!–[if gte mso 9]> <![endif]–><!–[if !mso]> <![endif]–><!–[if gte mso 10]> <![endif]–> Este artigo objetiva gerar informações econômicas sobre o mercado madeireiro varejista de Rio Branco (AC), no período 2005-6. Com dados levantados nas 27 revendas locais de madeira, fez-se uma análise estrutural, enfocando a estrutura e conduta desse mercado. Na estrutura, abordaram-se, nesse mercado, os graus de concentração e de diferenciação dos produtos, e na conduta, avaliaram-se as políticas de preço e de promoção. Dos resultados obtidos, concluiu-se que: (1) esse mercado era um oligopólio, altamente competitivo na venda de madeira; (2) todas as firmas ofereciam garantia da qualidade, pronta-entrega e frete grátis dos produtos; assim, tais serviços não diferenciavam a madeira comercializada nessas empresas; (3) a maioria dos depósitos estabelecia o preço de venda considerando custo de comercialização mais uma margem de lucro; (4) a lista telefônica era o principal meio de propaganda usado por essas firmas; (5) nesse mercado, adotava-se muito o desconto no preço à vista e a demonstração do produto aos compradores; e (6) difundir informações e distribuir brindes ou doações eram ações pouco ou mesmo não adotadas nesse mercado. Palavras-chave: Madeira serrada; formação de mercado; estrutura de mercado; índices de concentração. Abstract Structure and behavior of lumber retail market in Rio Branco, Acre-Brazil. This article aimed to generate information on the market of sawtimber, at retail level, in Rio Branco-AC, during 2005-2006 period. Using data from 27 lumber retailers, it was carried out a structural analysis, focusing structure and conduct of this market. In structure terms, they were approached concentration and product differentiation degrees, and in conduct they were evaluated policies related to pricing and promotion played in this market. The results obtained made it possible the following conclusions: (1) The market surveyed was oligopoly, highly competitive in the sale of its product; (2) All enterprises provided guarantee of quality, prompt delivery and free freight of their commodity for their consumers, so, these services did not differentiate the product sold by these firms; (3) Most of the enterprises establish the price of their commodity taking into account the commercialization costs plus a profit margin; (4) The telephonic list was the propaganda media more used by the analyzed firms; (5) Offering discounts for sale in cash and demonstration of products for their clients are procedures very adopted in this market and (6) Distribution of gifts, donations and to make public information about their lumber were action played by a few number or even by no one of local timber retailers. Keywords: Sawtimber; market formation; market structure; concentration index.