MARKETING STRATEGIES AS A COMPETITIVE FACTOR FOR LOCAL GROCERY STORES

Authors

  • Tatiana Silva de Queiroz Universidade Potiguar
  • Tereza de Souza Universidade Potiguar
  • Reidson Pereira Gouvinhas Universidade Federal do Rio Grande do Norte

Abstract

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.

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Author Biographies

Tatiana Silva de Queiroz, Universidade Potiguar

Mestre em Engenharia de Produção pela Universidade Federal do Rio Grande do Norte (UFRN). Professora da Universidade Potiguar (UnP).

Tereza de Souza, Universidade Potiguar

Doutora em Administração de Empresas pela Escola de Administração de Empresas de São Paulo/Fundação Getulio Vargas (EAESP/FGV). Professora do Mestrado Profissional em Administração da Universidade Potiguar (UnP).

Reidson Pereira Gouvinhas, Universidade Federal do Rio Grande do Norte

Doutor em Engenharia de Produção pela Cranfield University – Inglaterra. Professor Associado I da Universidade Federal do Rio Grande do Norte (UFRN).

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Published

2008-08-28

Issue

Vol. 9 No. 3 (2008)

Section

Presentation

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