Estratégias de marketing em uma empresa de embutidos e a percepção de seus clientes: um estudo de caso da Mercearia do Garcez

Abstract

Currently, across the wide variety of products offered in the market, it becomes necessary for companies to remain competitive and profitable using good management tools. And the marketing strategies, when applied properly, become a strong tool to aid in the management of these organizations. In this context, this study aimed to identify the marketing strategies used in a company built to the Groceries Garcez, and the perception of its customers front of them. The nature of the research falls within the predominantly qualitative methods with quantitative levels of exploratory and descriptive research. Data collection was done initially through an informal conversation with the owner, and based on this information in a form with questions that were applied to 110 guests who attended the Company between 16 and 19 July of the year 2014 has been prepared. The questions were aimed to identify, in general terms, customer profiling, some aspects of the behavior that consumers' buying process built, and its evaluation against products and services offered by the Company. In tabulating the results, it became possible to view value creation generated the client in relation to the company through the use of marketing strategies that will drive consumers to the items that he showed to be more important. It was also evident that the vision of customers towards the products and services is very positive. This research enabled the company to set goals and direct marketing strategies in a more objective and specific to its consumer, according to the results, press for a quality product, with tasty taste, produced by trustworthy people and providing a differentiated service .