PRODUCT EXCHANGE IN FOOD RETAIL: CONFLICTS, RESPONSIBILITIES, AND OPPORTUNISTIC BEHAVIORS BETWEEN SUPPLIERS AND SUPERMARKETS

Abstract

This article examines the legal, operational, and commercial aspects of product exchanges between suppliers and supermarket chains, a practice essential to ensuring quality and efficiency in consumer relations. The study adopts a qualitative, exploratory approach, based on the analysis of commercial contracts, internal exchange policies, and judicial decisions collected between June and September 2025. Content analysis revealed the absence of specific contractual clauses, which intensifies conflicts between suppliers and retailers in cases of defects, damages, or order discrepancies. Beyond contractual and logistical issues, the research highlights a recurrent problem: many supermarkets, aware of the possibility of product replacement, adopt a comfort zone posture, neglecting the proper display of goods or even leaving them forgotten in stock. This behavior generates significant losses for suppliers, who bear the financial and operational burden of such negligence. Supplier resistance to exchanges, therefore, is not only a matter of contractual limitations but also a reaction to opportunistic practices by retailers. The study concludes that clear and collaborative exchange policies, supported by well-structured contracts that ensure shared responsibility, are essential to reduce operational losses, strengthen supplier–retailer partnerships, and enhance customer loyalty.