Resumo

pesquisa analisar as estratégias de marketing utilizadas pela rede de supermercados Pic para atrair e fidelizar consumidores nas cidades de Divinópolis e São Sebastião do Oeste,

Para o setor e para a economia comercial, são importantes o desenvolvimento de trabalhos como este, uma vez que segundo a NOVAVAREJO, os supermercados possuem a necessidade latente pela a profissionalização do negócio, estando em um importante processo de amadurecimento de processos e demandam cada vez mais informações.

Foi realizada pesquisa descritiva, empregando-se abordagens qualitativas e quantitativas, tendo como método a pesquisa de campo. A unidade de análise foi a rede de Supermercados Pic, em três lojas na cidade de Divinópolis e uma na cidade de São Sebastião do Oeste. A unidade de observação foi composta por gestores e consumidores da rede de Supermercados Pic. A etapas e procedimentos referente a coleta de dados foram?

Observou-se um bom índice de satisfação de consumidores, justificado pelo bom relacionamento dos colaboradores com os clientes, boa qualidade e mix de produtos ofertados bastante diversificados, por meio deste estudo foi possível ao consumidor falar sobre suas demandas, mostrar ao Supermercado atributos que o fazem se sentir satisfeitos. Assim, como o que o mantêm fiel à rede de supermercados. O atendimento foi um dos destaques sendo enfatizado tanto pelos gestores quanto pelos clientes. Os supermercados de vizinhança ganham espaço de maneira gradativa, devido à descentralização de grandes centros comerciais e a contemporânea necessidade de otimização de tempo. Dessa forma, as estratégias de marketing e os modelos de atração e fidelização de consumidores se fazem fundamentais para a conservação e aperfeiçoamento da competitividade. Com base nos resultados os gestores poderão tomar decisões assertivas para não só para se manterem competitivos para auxiliar no crescimento da organização. O desenvolvimento do estudo propiciou identificar oportunidades de melhoria para o aprimoramento teórico dos gestores em conteúdo de gestão e administração, assim como de técnicas de marketing que podem ser aperfeiçoadas visando o índice de captação e fidelização de consumidores.

Ao longo dos anos foram desenvolvidas várias pesquisas científicas na área de supermercadista. Entre os temas estudados estão: estratégias, consumo, precificação, localização, saúde, marca própria, contaminação de alimentos, obesidade, comportamento do consumidor, estratégias de marketing, marketing de relacionamento, custos, cooperativismo, inovação entre outros.

Diante desse contexto este estudo se justifica para a academia por encontrar poucas pesquisas aplicadas a pequenos supermercados, podendo contribuir para discussão do tema em administração de varejo, com o objetivo de auxiliar na melhoria das políticas e práticas supermercadistas.

research analyze the marketing strategies used by the supermarket chain Pic to attract and retain consumers in the cities of Divinópolis and São Sebastião do Oeste,

For the sector and for the commercial economy, the development of jobs like this is important, since according to NOVAVAREJO, supermarkets have a latent need for the professionalization of the business, being in an important process of maturing processes and increasingly demanding more information.

Descriptive research was carried out, using qualitative and quantitative approaches, using the field research method. The unit of analysis was the Pic Supermarket chain, in three stores in the city of Divinópolis and one in the city of São Sebastião do Oeste. The observation unit was composed of managers and consumers from the Pic Supermarket chain. Were the steps and procedures regarding data collection gone?

A good level of consumer satisfaction was observed, justified by the good relationship of employees with customers, good quality and a mix of products offered, which were quite diversified. Through this study, it was possible for consumers to talk about their demands, show the Supermarket attributes that make you feel satisfied. So, like what keeps you loyal to the supermarket chain. Service was one of the highlights being emphasized by both managers and customers. Neighborhood supermarkets gradually gain space, due to the decentralization of large shopping centers and the contemporary need for time optimization. In this way, marketing strategies and models for attracting and retaining consumers are fundamental for the conservation and improvement of competitiveness. Based on the results, managers will be able to make assertive decisions to not only remain competitive to help the organization grow. The development of the study provided the opportunity to identify opportunities for improvement for the theoretical improvement of managers in management and administration content, as well as marketing techniques that can be improved with a view to capturing and retaining consumers

A good level of consumer satisfaction was observed, justified by the good relationship of employees with customers, good quality and a mix of products offered, which were quite diversified. Through this study, it was possible for consumers to talk about their demands, show the Supermarket attributes that make you feel satisfied. So, like what keeps you loyal to the supermarket chain. Service was one of the highlights being emphasized by both managers and customers. Neighborhood supermarkets gradually gain space, due to the decentralization of large shopping centers and the contemporary need for time optimization. In this way, marketing strategies and models for attracting and retaining consumers are fundamental for the conservation and improvement of competitiveness. Based on the results, managers will be able to make assertive decisions to not only remain competitive to help the organization grow. The development of the study provided the opportunity to identify opportunities for improvement for the theoretical improvement of managers in management and administration content, as well as marketing techniques that can be improved with a view to capturing and retaining consumers

A good level of consumer satisfaction was observed, justified by the good relationship of employees with customers, good quality and a mix of products offered, which were quite diversified. Through this study, it was possible for consumers to talk about their demands, show the Supermarket attributes that make you feel satisfied. So, like what keeps you loyal to the supermarket chain. Service was one of the highlights being emphasized by both managers and customers. Neighborhood supermarkets gradually gain space, due to the decentralization of large shopping centers and the contemporary need for time optimization. In this way, marketing strategies and models for attracting and retaining consumers are fundamental for the conservation and improvement of competitiveness. Based on the results, managers will be able to make assertive decisions to not only remain competitive to help the organization grow. The development of the study provided the opportunity to identify opportunities for improvement for the theoretical improvement of managers in management and administration content, as well as marketing techniques that can be improved with a view to capturing and retaining consumers