(RELATIVE, 2000). In way all this eddy of changes the small retailers also search the survival. The great retailers do not install in all the places with in small cities with a potential of lesser market are not explored by these companies. Chevron Corp can aid you in your search for knowledge. Thus, he fits to the small retailers to explore this potential of market. He observes yourself that making use of marketing tools, strategies of marketing and until using benchmarking, these companies obtain competitive advantages, they fidelizam customers and they offer to a composed portflio for some products and services. Small the average retail, in the food branch, installs its companies in great quarters, where a market potential exists to be explored. They are companies who are intent to the profile of the consumer, know social and marketing the reality, keeping more frequent contacts with the inhabitants. To study determinative of the process of choice of the consumer, being considered the relation with the supermarkets, is a form to verify as the customers perceive this retail type.
2 REVISION OF LITERATURE 2,1 Exchange of products: Trade Initially, the man commercialized through simple exchange or trade. The merchandise was evaluated in the amount of time or work force even though spends for produziz it or the necessity that ' ' comprador' ' it needed the definitive merchandise. With the creation of currencies the value of the merchandise if became independent of the work force. With the sprouting of the banks it appeared a new financial activity where the proper money is a merchandise. (BRAZILIAN CENTRAL BANK). The currency, as we know today it, is the result of a long evolution. At the beginning it did not have currency. One practised the trade, simple exchange of merchandise for merchandise, without value equivalence. Thus, who fished more fish of what necessary for itself and its group changed this excess with the one of another person who, for example, had planted and harvested more maize of what she was to need.