Merchandising nos supermercados de pequeno porte: um estudo sobre os mercadinhos da Zona Norte de Natal/RN

Abstract

In the retail market scenario, there are numerous marketing actions used by large supermarket chains, seeking to maintain or expand their customer base. It can be inferred that the intention of small establishments in this segment is no different, as they certainly aim for growth in order to also have their space in the market. Therefore, the basis of this work was to identify, from the consumers' perception, the importance of investing in merchandising in small supermarkets, also known as “grocery stores”, located in the North Zone of Natal / RN. In order to meet the overall objective, a field research was conducted to verify how small establishments use the merchandising tool. In addition, a survey was conducted with the consumer market of the North Zone, through an online questionnaire, which obtained 41 valid participants. Thus, consumers could express their perception about the merchandising techniques used in small establishments; mention how merchandising strategies influence your buying decision and frequency; and evaluate the merchandising strategies used by the grocery stores in the North Zone of Natal / RN. Merchandising tools were also demonstrated in order to exemplify their use in merchants. Observational research identified the absence or misapplication of some merchandising tools that could contribute positively to business results, such as frontage, promotions, tasting and limited space. In the survey with consumers, it was noticed that some merchandising tools were not important, such as ambient sound, while others were essential, such as the cleanliness of the establishment, safety and price. In general, the merchandising strategies used by these establishments influence the decision and frequency of purchase, especially the banners or posters with promotions. It was also found that, in relation to the aspects associated with merchandising, in general, the markets of the North Zone of Natal obtained a satisfactory evaluation. Based on the results obtained with the participants along with the observed markets, it was realized that there are points that need to be improved, as well as positive points that already exist, but that can be improved. Finally, some limitations of the study and suggestions for future research are presented.