Composto mercadológico: Uma análise da percepção do consumidor de Nova Andradina MS

Abstract

Studying the relationship between organizations and consumers is vitally important for organizations looking to maintain long-term relationships with their customers. In this context, this research aims to identify the consumer's perception regarding the aspects of the marketing mix about the trade of Nova Andradina. Bibliographically, it explores the concepts of commerce, consumer behavior, and marketing mix. Methodologically it is descriptive research regarding its objective and survey regarding the technical procedures. The study presented consumer perception regarding the aspects corresponding to the Marketing Mix (Product, Price, Place, and Promotion) and other general issues related to the trade of Nova Andradina. In the analysis of the research, it was possible to detect strengths of the business that should be leveraged and that generate competitive differential as well as weaknesses that de serve special attention from the deal aiming at facing them, eliminating them or minimizing their effects on the commercial relationship. It concludes by presenting suggestions for local businesses in search of an active and long-term relationship with their consumers