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Authors
Advisor(s)
Abstract(s)
O marketing desempenha um papel fundamental em qualquer organização, independentemente do seu tamanho, setor ou natureza, para além disso, a sua importância é multifacetada e abrange diversas áreas. Atualmente, a influência do marketing é mais acentuada devido às diversas tendências e mudanças no ambiente de negócios e na sociedade, encontrando-se em qualquer tipo de produto ou serviço. Entende-se por grandes superfícies os estabelecimentos comerciais de grande porte e que por norma têm uma grande variedade de produtos e serviços, normalmente localizados nas áreas urbanas. Já os comércios locais, referem-se a estabelecimentos médios ou pequenos que operam em uma comunidade ou num bairro específico e oferecem uma variedade mais limitada de produtos ou serviços. Assim, o objetivo deste estudo foi compreender os fatores que influenciam na decisão de escolha do consumidor entre as grandes superfícies e os comércios locais em Bragança. A localidade de Bragança foi selecionada para a realização deste trabalho por ser uma cidade com diversos comércios locais, onde não foram identificados estudos relacionados com o tema em questão. A pesquisa foi de carácter exploratório e abordagem quantitativa, no qual a recolha de dados foi feita através de inquéritos via online e pessoal, obtendo uma amostra válida
de 161 inquéritos. Foram feitas análises descritivas, de fiabilidade e fatorial, que permitiram concluir que nas grandes superfícies, o preço é o fator mais relevante, seguido pela conveniência e a variedade de produtos. Por outro lado, nos comércios locais, a qualidade dos produtos e a relação com a comunidade são valorizadas, mas a falta de variedade e a conveniência são desafios enfrentados por estes estabelecimentos. As estratégias promocionais têm um maior impacto nas grandes superfícies, sugerindo que os comércios locais precisam de investir mais em marketing, no fortalecimento do atendimento personalizado e na autenticidade para competir.
Marketing plays a fundamental role in any organization, regardless of its size, sector or nature, and its importance is multi-faceted and covers many different areas. Nowadays, marketing’s influence is more pronounced due to various trends and changes in the business environment and society, and it can be found in any product or service. Large shopping are commercial establishments that usually have a wide variety of products and services, usually located in urban areas. Local shops, on the other hand, refer to medium or small establishments that operate in a specific community or neighbourhood and offer a more limited range of products or services. Therefore, this study aimed to understand the factors that influence consumer choice between supermarkets and local shops in Bragança. Bragança was chosen as the location for this study because it is a city with several local shops, where no studies related to the topic in question have been identified. The research was exploratory in nature with a quantitative approach, in which data was collected through online and personal surveys, obtaining a valid sample of 161 surveys. Descriptive, reliability and factor analyses were carried out, which led to the conclusion that price is the most relevant factor in large shopping, followed by convenience and product variety. On the other hand, the quality of the products and the relationship with the community are valued in local shops, but the lack of variety and convenience are challenges. Promotional strategies have a greater impact on supermarkets, suggesting that local shops need to invest more in market
Marketing plays a fundamental role in any organization, regardless of its size, sector or nature, and its importance is multi-faceted and covers many different areas. Nowadays, marketing’s influence is more pronounced due to various trends and changes in the business environment and society, and it can be found in any product or service. Large shopping are commercial establishments that usually have a wide variety of products and services, usually located in urban areas. Local shops, on the other hand, refer to medium or small establishments that operate in a specific community or neighbourhood and offer a more limited range of products or services. Therefore, this study aimed to understand the factors that influence consumer choice between supermarkets and local shops in Bragança. Bragança was chosen as the location for this study because it is a city with several local shops, where no studies related to the topic in question have been identified. The research was exploratory in nature with a quantitative approach, in which data was collected through online and personal surveys, obtaining a valid sample of 161 surveys. Descriptive, reliability and factor analyses were carried out, which led to the conclusion that price is the most relevant factor in large shopping, followed by convenience and product variety. On the other hand, the quality of the products and the relationship with the community are valued in local shops, but the lack of variety and convenience are challenges. Promotional strategies have a greater impact on supermarkets, suggesting that local shops need to invest more in market
Description
Mestrado em IPB-ESTG e ASSOCIAÇÃO DE POLITÉCNICOS DO NORTE (APNOR): Instituto Politécnico do Cávado e do Ave, P. Porto, Instituto Politécnico de Viana do Castelo
Keywords
Marketing Grandes superfícies Comércios locais Consumidor Influência