MARKETING STRATEGIES AS A COMPETITIVE FACTOR FOR LOCAL GROCERY STORES

• Autor(a) principal: Silva de Queiroz, Tatiana
• Data de Publicação: 2008
• Outros Autores: de Souza, Tereza, Pereira Gouvinhas, Reidson
• Tipo de documento: Artigo
• Idioma: por; eng; spa
• Título da fonte: RAM. Revista de Administração Mackenzie
• Texto Completo: https://editorarevistas.mackenzie.br/index.php/RAM/article/view/171

The aim of this research is to study the different retail marketing strategies as a competitive factor for consumers within small grocery stores in Natal. As a consequence, this work is based on extensive group of interviews (survey) by using the Likert scale. Based on statistic analysis by using the chi-square method, it was observed the existence between the different marketing strategies and individual and social-economic consumers’ profile. The results have indicated that consumers’ preferences are changing which indicates the need for new investments. These investments should be concentrated on costumers’ care (19%) and proximity to home (15%). The results have also indicated that there are many variables which could inf luence consumers’ choice, but they have not been fully exploited by store managers.Keywords Strategy; Marketing; Differential; Retail; Supermarket.