Mix marketing strategies in supermarkets: a study with managers in entre rios de minas

Authors

  • Arlem Daniel Pena de Castro Unihorizontes University Center, UNIORIZONTES, Brazil.
  • Caissa Veloso e Sousa Unihorizontes University Center, UNIORIZONTES, Brazil. https://orcid.org/0000-0003-1844-8308

DOI:

https://doi.org/10.5965/2764747102042013087

Keywords:

marketing mix, relationship marketing, supermarket

Abstract

The current market produces an environment of constant change, a panorama that has affected retail dealers. This study analyzed four supermarkets located in the city of Entre Rios in Minas Gerais, Brazil. The choice of these stores is justified because the city’s mobile population is increasing due to the implantation of a metallurgical plant close to the city limits. The main objective was to identify, from the point of view of the management from these four supermarkets, which variables take part in the composition of their marketing mix strategies. More specifically, the idea was to: 1) identify and analyze the composition of the marketing mix of the organization; 2) identify if there are strategies of customer relationship being implemented; and 3) identify if there are differences amongst the strategies of the supermarkets. Intentionally chosen, the managers of these supermarkets were interviewed using a semi[1]structured questionnaire. The interviews were recorded and transcribed for future analysis. Besides the interviews, selling points were observed, permitting the elaboration of a comparison of the supermarkets. It was not possible to perceive the use of similar strategies in the elaboration of the marketing mix, since the marketing strategies regarding customer relationships were applied with restriction, especially in one of the analyzed supermarkets.

Downloads

Download data is not yet available.

Author Biographies

Arlem Daniel Pena de Castro, Unihorizontes University Center, UNIORIZONTES, Brazil.

Has a Master’s degree in Business Administration from the Unihorizontes University Center, Unihorizontes, Brazil.

Specialist in Strategic Marketing Management from the São João Del-Rei Federal University, UFSJ, Brazil.

Graduated in Business Administration at the São João Del-Rei Federal University, UFSJ, Brazil.

Graduated in Accounting Sciences at the Franca University, UNIFRAN, Brazil.

Caissa Veloso e Sousa, Unihorizontes University Center, UNIORIZONTES, Brazil.

PhD in Business Administration from the Minas Gerais Federal University, UFMG, Brazil.

Has a Master’s degree in Administration from the School of Administrative Studies of Minas Gerais, FEAD, Brazil.

Graduated in Economics at the Pontifical Catholic University of Minas Gerais, PUC Minas, Brazil.

Professor at the Unihorizontes University Center, UNIHORIZONTES, Brazil.

References

ABRAS - ASSOCIAÇÃO BRASILEIRA DE SUPERMERCADOS. Disponível em: http://www.abrasnet.com.br. Acessado em 23 de setembro de 2013.

BATESON, John E. G.; HOFFMAN, K. Douglas. Marketing de serviços. 4. ed. Porto Alegre: Bookman, 2001. 495 p.

BATESON, John E. G.; HOFFMAN, K. Douglas. Princípios de marketing de serviços. 2 ed. São Paulo: Pioneira Thomson Learnig, 2008. 628 p.

CHURCHILL, Gilbert A. Marketing Research: Methodological Foundations. Chicago: The Dryden Press, 1987. 1018 p.

CHURCHILL, Gibert A.; PETER, J. Paul. Marketing: criando valor para os clientes. São Paulo: Saraiva, 2007. 626 p.

COLLIS, Jill; HUSSEY, Roger. Pesquisa em Administração: um guia prático para alunos de graduação e pós-graduação. 2. ed. Porto Alegre: Bookman, 2005.

DOMINGUES, Osmar; GOUVÊA, Maria A. Qualidade percebida em atividades de gerenciamento por categoria em Supermercados. REGE, São Paulo/SP, v. 19, n. 4, p. 589-608, out./dez. 2012.

GIL, Antonio Carlos. Como elaborar projetos de pesquisa. 4. ed. São Paulo: Atlas, 2002. 175 p.

GODOY, Arilda S. Estudo de caso qualitativo. In: GODOI, C. K.; BANDEIRA-DE-MELO, R.; SILVA, A. B. (org.). Pesquisa qualitativa em estudos organizacionais: paradigmas, estratégias e métodos. 2. ed. São Paulo: Saraiva, 2010, cap. 4, p. 115-179.

GRONROOS, Christian. Marketing: gerenciamento e serviços. 2. Ed. Rio de Janeiro: Campus, 2003. 482 p.

HAMZA, Kavita M.; DALMARCO, Denise A. S. Integração entre estratégia competitiva e práticas de responsabilidade social corporativa: um estudo exploratório noscinco maiores supermercados brasileiros. RGSA – Revista de Gestão Social e Ambiental. São Paulo, v. 6, n. 3, set./dez. 2013.

KOTLER, Philip. Administração de marketing: a edição do novo milênio. São Paulo: Prentice Hall, 2000. 764p.

KOTLER, Philip; ARMSTRONG, Gary. Principios de marketing. 12. ed. São Paulo: Pearson Prentice Hall, 2007 xix, 600 p.

MARIN, Edward R.; MORETTI, Sérgio L. A. A responsabilidade social empresarial e o marketing: reflexos na atitude e na lealdade do consumidor de supermercados em São Paulo/SP. Revista Alcance - Eletrônica, v. 19, n. 1, p. 24-34, jan./mar. 2012. Disponível em: http://www.spell.org.br/documentos/ver/7190/a-responsabilidade-social-empresarial-e-o-marketing--reflexos-na-atitude-e-na-lealdade-do-consumidor-de-supermercados-em-sao-paulo-sp. Acesso em 26/09/13.

McCARTHY, E. Jerome; PERREAULT Jr., William D. Marketing essencial: uma abordagem gerencial e global. São Paulo: Atlas, 1997. 397 p.

PARENTE, Juracy. Varejo no Brasil: gestão e estratégia, São Paulo: Atlas, 2000.388 p.

SCHIFFMAN, Leon G; KANUK, Leslie Lazar. Comportamento do consumidor. 6. ed. Rio de Janeiro: LTC, 2000. 475 p.

ZEITHAML, Valarie A.; BITNER, Mary J. Marketing de serviços: a empresa com foco no cliente. 2. ed. Porto Alegre: Bookman, 2003. 536 p.

Downloads

Published

2013-12-20

How to Cite

Castro, A. D. P. de, & Sousa, C. V. e. (2013). Mix marketing strategies in supermarkets: a study with managers in entre rios de minas. Revista Brasileira De Contabilidade E Gestão, 2(4), 87–99. https://doi.org/10.5965/2764747102042013087

Issue

Vol. 2 No. 4 (2013)

Section

Articles

License

Copyright (c) 2015 Arlem Daniel Pena de Castro, Caissa Veloso e Sousa

Creative Commons License

This work is licensed under a Creative Commons Attribution 4.0 International License.

Brazilian Journal of Accounting and Management offers free and immediate access to its content, following the principle that providing scientifical knowledge in a free manner promotes a better world democratization of knowledge. Authors maintain copyright of articles and grant to the journal the rights of the first publication, according to the Creative Commons Attribution licensing criteria, which allows the work to be shared with initial publication and authorship recognition. These licenses allow others to distribute, remix, adapt, or create derived work, even if it is for commercial purposes, provided that the credit is given to the original creation.

Most read articles by the same author(s)