The purpose of this study was basically fivefold: 1) to examine the historical development and significance of the retail mix as a retail management concept; 2) to identify the nature and structure of the independent variables which make up a retail management mix; 3) to distinguish the nature and significance of each variable within the structure of the retail management mix; 4) to propose and develop an interrelated set of propositions in the form of a retail management mix for retail grocery establishments belonging to a retailer-cooperative in the state of Texas; and 5) to relate the retail management mix theory to dependent variables gross profit margin, net profit margin, gross profit return on inventory, and net profit return on inventory. The major thrust of this study was to propose and research a retail management mix theory for retail grocery establishments belonging to a retailer-cooperative in the state of Texas.

The term electronic commerce (e-commerce) refers to a business model that allows companies and individuals to buy and sell goods and services over the internet. The focus of this thesis is on online pharmacies, a segment of the ecommerce market. Even though internet pharmacies are still subject to the same stringent rules imposed on pharmacies that limit the scope for their market growth, it has shown a notable increase in the past decades. The main goal of this thesis is to develop a data-driven marketing strategy based on a Swedish based online pharmacy’s daily sales data. The methodology of the data analysis includes exploratory data analysis (EDA) and market basket analysis (MBA) using the Apriori algorithm and the application of marketing frameworks and theories from a data-driven standpoint. In addition to the data analysis, this paper proposes a conceptual framework of a digital marketing strategy based on the RACE framework (reach, act, convert, and engage). The result of the analysis has led to the following data-driven marketing strategy: Special attention should be paid to association rules with a high lift ration value; high gross profit margin percentile (GPMP) products should have a volume-based marketing strategy that focuses on lower prices on subsequent items; and price bundling is the best marketing strategy for low GPMP products. Some of the practical ideas mentioned in this thesis paper include optimizing keyword search for a high GPMP product type and sending reminder emails and push alerts to avoid cart abandonment. The findings and recommendations presented in this thesis can be used by online pharmacies to extract knowledge that may support several decisions ranging from raising overall order size, marketing campaigns, to increasing the sales of products with a high gross profit margin.

Few different goods or beverages are as particular as wine in History of humanity, even being the main symbol of luxury and status from days of Rome. Its particular intoxicating effects together its complex and long-term elaboration makes wine one of the biggest attractions for food and beverages lovers.Unfortunately, being one of the most famous beverages in History does not provide wine to be a competitive good without proper commercial strategies. Due the big local offer and costs reduction, markets are saturated and the competitiveness versus other wines and other kind of drinks make more difficult to survive in a diverse and constantly evolving sector. Therefore, internationalization and marketing strategies become the key of success for small and medium size wineries to survive in this business ecosystem.The following thesis explores different marketing strategies developed on different wine markets, taking a small Spanish winery as a case study. In order to give an insight of the current strategies carried out by the company, the author interviews the main direction of the winery and analyse the data collected versus the theoretical framework developed. In addition, two other interviews on different levels of the wine market will be added to reinforce the empirical framework: from a wine import company and form a public institution for the promotion of the Spanish companies.

The surge in online shopping, catalyzed by the COVID-19 pandemic, has reshaped consumerbehavior worldwide. Ecommerce platforms account for a substantial portion of retailtransactions, and as the digital marketplace continues to expand, the allure of ultra-fastecommerce platforms such as Shein, Temu, and AliExpress grows exponentially. Theseplatforms offer an extensive array of products at unprecedented response to immediate trendsand affordability, leveraging aggressive marketing strategies to capture consumer attention.However, the convergence of ultra-fast ecommerce raises concerns about environmentaldegradation, unethical production practices, and labor exploitation. Brands operating withinthis business practice often prioritize profit margins over sustainability, perpetuating a throw-away culture that undermines efforts towards ethical consumption. The environmental andsocial implications of this rapid consumption trend remain underexplored, and what this mixed-method study aims to investigate is the intricate relationship between ultra-fast ecommercemarketing tactics and consumer sustainability beliefs, focusing on Swedish consumers. Afterextensive literature review and empirical research involving a survey of 122 consumers and 6follow-up interviews, this study examines the multifaceted influences of ultra-fast ecommercemarketing on Swedish consumers' shopping behaviors and sustainability attitudes. Ourinvestigation focuses on the complex interplay between price consciousness, impulsiveness,trend seeking and opinion seeking behavior, and the persuasive power of marketing tacticsemployed by ultra-fast ecommerce platforms. Our findings suggest that while Swedishconsumers express a strong commitment to sustainability in principle, the attraction of lowprices often eclipses environmental and social considerations when making purchasingdecisions on ultra-fast ecommerce platforms. Marketing strategies such as paid advertising,influencers, UGC, and aggressive discounts play a pivotal role in driving opinion seeking,impulsive and compulsive buying behaviors among consumers. Empirical findings reveal a lackof consumer awareness regarding the environmental and ethical consequences of ultra-fastecommerce purchases, and skepticism toward sustainability claims made by low-pricecompanies. However, consumers demonstrate high trust in influencers, who play a significantrole in shaping purchasing decisions, particularly regarding ultra-fast ecommerce. By shedding light on how ultra-fast ecommerce marketing strategies affect consumer behavior,this research contributes to academic scholarship and offers a range of practical implications.We offer a deeper insight into how consumers make choices and suggest ways to encouragepro-sustainable shopping habits in the ecommerce marketplace. Ultimately, this studyunderscores the urgent need for more studies focusing on regulatory frameworks, industrystandards, consumer education initiatives together with tailored marketing strategies that alignwith consumer values and how to promote ethical consumption practices to reduce the negativeimpact of ultra-fast ecommerce on the environment and on ethical aspects. By empoweringconsumers with knowledge and promoting ethical alternatives, we can encourage moreconscious and responsible purchasing decisions, ultimately contributing to a more sustainableand equitable digital marketplace.

The purpose of this study was to determine the travel behaviour of tourists to a ATKV resort, more specifically ATKV-Natalia. Numerous studies on travel behaviour has been done, but none of them indicated that it was focused on ATKV resorts. Travel behvaiour is concerned with the way in which tourists react towards specific inherent aspects. There are various internal and external factors which influence and determine travel behaviour. Travel motivations and reasons for travel are two of the most important factors influencing travel behaviour. Travel motivations can be defined as internal forces influencing a tourist and reasons for travel can be conceptualised as external forces influencing a tourist to travel. Another important factor influencing travel behaviour is the stage of the family life cycle in which the tourist finds him- or herself. Every stage has its own certain needs and wants. Thus, every stage implies different needs and wants in terms of traveling. The information of this study was gathered by means of a questionnaire. The questionnaire was distributed at ATKV-Natalia Resort during the weekend of 17-19 July 2009, by two. fieldworkers. A total of 159 questionnaires were distributed (one per family). Another 150 questionnaires were distributed by means of email. Respondents were identified by the existing database of ATKV which indicated the tourists who visited the resort during the 2009 December school holidays. Statistical analysis of the data was used to determine the findings of this study. For the first article, factor analyses were done in order to determine the travel motivations and reasons for travel of tourists to ATKV-Natalia. Correlation analysis was also done. in order to determine the correlations which exist between travel motivations and reasons for travel. In the second article, only the data of the respondents who indicated that they were married were used for statistical analysis. Cross tabulations were done in order to determine the most important similarities and differences which exist between tourists married with children and tourists married without children. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2010

The purpose of this study was to determine the travel behaviour of tourists to a ATKV resort, more specifically ATKV-Natalia. Numerous studies on travel behaviour has been done, but none of them indicated that it was focused on ATKV resorts. Travel behvaiour is concerned with the way in which tourists react towards specific inherent aspects. There are various internal and external factors which influence and determine travel behaviour. Travel motivations and reasons for travel are two of the most important factors influencing travel behaviour. Travel motivations can be defined as internal forces influencing a tourist and reasons for travel can be conceptualised as external forces influencing a tourist to travel. Another important factor influencing travel behaviour is the stage of the family life cycle in which the tourist finds him- or herself. Every stage has its own certain needs and wants. Thus, every stage implies different needs and wants in terms of traveling. The information of this study was gathered by means of a questionnaire. The questionnaire was distributed at ATKV-Natalia Resort during the weekend of 17-19 July 2009, by two. fieldworkers. A total of 159 questionnaires were distributed (one per family). Another 150 questionnaires were distributed by means of email. Respondents were identified by the existing database of ATKV which indicated the tourists who visited the resort during the 2009 December school holidays. Statistical analysis of the data was used to determine the findings of this study. For the first article, factor analyses were done in order to determine the travel motivations and reasons for travel of tourists to ATKV-Natalia. Correlation analysis was also done. in order to determine the correlations which exist between travel motivations and reasons for travel. In the second article, only the data of the respondents who indicated that they were married were used for statistical analysis. Cross tabulations were done in order to determine the most important similarities and differences which exist between tourists married with children and tourists married without children. / Thesis (M.Com. (Tourism))--North-West University, Potchefstroom Campus, 2010

Submitted by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-22T13:00:38Z No. of bitstreams: 1 Paula Alexandra Baeta dos Santos.pdf: 1542542 bytes, checksum: 5225cdd716e5af6dc18545944e64c978 (MD5) / Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-22T13:01:05Z (GMT) No. of bitstreams: 1 Paula Alexandra Baeta dos Santos.pdf: 1542542 bytes, checksum: 5225cdd716e5af6dc18545944e64c978 (MD5) / Approved for entry into archive by Odilio Hilario Moreira Júnior (odilio@espm.br) on 2016-11-22T16:11:45Z (GMT) No. of bitstreams: 1 Paula Alexandra Baeta dos Santos.pdf: 1542542 bytes, checksum: 5225cdd716e5af6dc18545944e64c978 (MD5) / Made available in DSpace on 2016-11-22T16:11:57Z (GMT). No. of bitstreams: 1 Paula Alexandra Baeta dos Santos.pdf: 1542542 bytes, checksum: 5225cdd716e5af6dc18545944e64c978 (MD5) Previous issue date: 2016-04-28 / Materialism is the importance assigned by the individual to the ownership and acquisition of material goods as a way to express personality and social identity. Collaborative consumption, in turn, corresponds to an alternate consumption mode in which the acquisition and ownership give way to practices arranged mainly around sharing and access. Given these definitions, there seems to be a conflict for more materialistic individuals when they consider adopting collaborative consumption practices. This study aimed to understand whether materialism is antecedent of propensity to adopt collaborative consumption practices. It also examined the relationship between materialistic individuals’ profiles and the importance attached to the reasons of adoption. For these purposes, a field survey with 223 telephone interviews was conducted with residents of the São Paulo metropolitan area. The reduced materialism scale developed by Richins (2004) and adapted by Ponchio and Aranha (2008) was used to measure this construct. The scale was validated in the context of this research. From the theoretical framework, four collaborative consumption modes were selected to be investigated: trading or selling used goods, renting or borrowing products, car rental and exchange of intangible goods (services). Similarly, the reasons for adoption were selected too. The results show that collaborative consumption is an option to be considered by more materialistic individuals, as long as it is not based on access, but in exchange or acquisition of used goods. One possible motivation for their engagement is the opportunity to acquire innovative products that contribute in some way to their social distinction. At the end, academic and managerial implications were discussed as well as the limitations of this study and recommendations for future research. / O materialismo refere-se à valorização que o indivíduo atribui à aquisição e ao acúmulo de bens como forma de expressão de sua personalidade e identidade social. O consumo colaborativo, por sua vez, corresponde a uma forma de consumo alternativa, na qual a aquisição e posse de bens cedem lugar a práticas de consumo organizadas, principalmente, em torno do compartilhamento e do acesso. Dadas estas definições, parece haver um conflito entre a adesão ao consumo colaborativo por parte de indivíduos mais materialistas. O objetivo deste estudo foi entender se o materialismo é antecedente da propensão de adesão às práticas de consumo colaborativo. Além disso, analisou-se também a relação entre o perfil materialista do indivíduo e a importância atribuída a aspectos motivadores da sua adesão ao consumo colaborativo. Para tanto procedeu-se um levantamento de campo com 223 entrevistas telefônicas realizadas junto a moradores da região metropolitana de São Paulo. A mensuração do materialismo foi feita por meio da escala reduzida de Richins (2004) adaptada por Ponchio e Aranha (2008). A escala foi validada no contexto desta pesquisa. A partir do referencial teórico foram selecionadas quatro práticas de consumo colaborativo a serem investigadas: troca ou venda de produtos usados, aluguel ou empréstimo de produtos, aluguel de carro e troca de bens intangíveis (serviços). Da mesma forma foram selecionados os motivadores de adesão. Os resultados apontam que o consumo colaborativo se apresenta como alternativa a ser adotada por indivíduos mais materialistas, desde que não seja baseado no acesso, e sim na troca ou aquisição de bens usados. Uma possível motivação para seu engajamento é a oportunidade de adquirir produtos inovadores, que contribuam de alguma forma para a sua distinção social. Ao final foram discutidas as implicações acadêmicas e gerenciais destes resultados, assim como suas limitações e as recomendações para pesquisas futuras.

Submitted by Adriana Alves Rodrigues (aalves@espm.br) on 2018-05-30T15:29:51Z No. of bitstreams: 1 SOFIA NARANJO.pdf: 3190525 bytes, checksum: 14984fbb81f3e4f4db42bfe49b249f61 (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-05-30T15:30:27Z (GMT) No. of bitstreams: 1 SOFIA NARANJO.pdf: 3190525 bytes, checksum: 14984fbb81f3e4f4db42bfe49b249f61 (MD5) / Approved for entry into archive by Adriana Alves Rodrigues (aalves@espm.br) on 2018-05-30T17:53:49Z (GMT) No. of bitstreams: 1 SOFIA NARANJO.pdf: 3190525 bytes, checksum: 14984fbb81f3e4f4db42bfe49b249f61 (MD5) / Made available in DSpace on 2018-05-30T18:04:33Z (GMT). No. of bitstreams: 1 SOFIA NARANJO.pdf: 3190525 bytes, checksum: 14984fbb81f3e4f4db42bfe49b249f61 (MD5) Previous issue date: 2017-10-30 / Food choice is a process that involves psychological, social, cultural, economic, and biological forces. Food acceptance is related to the willingness to consumption of a particular product. In the case of insects as food, in the human diet, studies have shown that this practice brings nutritional, ecological, social and economic benefits and it is a promising alternative for sustainable food consumption. Despite the advantages of producing and consuming insects, Brazilian consumers, who are unaccustomed to insect ingestion, have a negative perception of that practice. This research studies the willingness to accept insects as food among São Paulo´s consumers, considering the awareness of their benefits, economic income, insect´s appearance and consumption occasion. The research was developed in two stages. The first one, considered focus groups that brought information of consumers opinions of insect as food in the human diet. The second stage considered two on-line experiments: the first experiment was a 2x2x2 factorial design for a sample of 206 individuals. The dependent variable was the willingness to accept insects as food. The independents variables studied were: food appearance (visible and non visible insect), communication of benefits (present and absent) and economic income (major and minor).The second experiment had a 2x2 factorial design, with 243 individuals, considering another way of assessing visibility. The factors and their respective levels were: appearance of the food (visible and non visible insect) and consumption local (Asian restaurant or consumer´s house). The results showed that the higher income consumers have better acceptance than those with lower income (F [1,205] = 40,715; p-value ˂ 0.001). The communication of the benefits of insect consumption was also significant and resulted in greater acceptance (F [1,205] = 32,017, p-value ˂ 0.000). The consumer had a better disposition of acceptance when the food was presented without visibility of the insect (F [1,242] = 54,97; p-value ˂ 0,000). Finally, the results confirmed that the acceptance of insect as food is higher in the non-traditional place, with the restaurant being preferred than the consumer's home (F [1,242] = 9,46; p-value ˂ 0.002). The research found evidence that positively influence the acceptance of insect consumption. Therefore, willingness to accept is greater considering: to present the benefits of the production and consumption of insects; be targeted at high-income consumers; provide food with low visibility of insects, being used as ingredients in processed foods, without changing the traditional appearance of the product and be offered at places like restaurants. Finally, the results constitute an academic contribution to the area of consumer behavior, by expanding the evidence about the model of Furst et al. (1996) and providing results of variables that affect the consumption of insects as food that had not been studied yet. At the managerial level, the results provide information for the food industry and for governmental and philanthropic institutions. With the results obtained, the commercialization and marketing strategies for insect food products can be established with greater clarity. / A escolha de alimentos é um processo que envolve forças psicológicas, sociais, culturais, econômicas e biológicas. A aceitação dos alimentos está relacionada com a intenção de consumo de um produto determinado. No caso do consumo de insetos na dieta humana, estudos têm demostrado que essa prática traz benefícios nutricionais, ecológicos, sociais e econômicos, além de ser uma alternativa promissora para contornar a escassez de alimentos. No entanto, o consumo de insetos no Brasil não é comum e possui uma percepção negativa. Sendo assim, o objetivo da pesquisa foi estudar a disposição de aceitação de alimentos com insetos entre consumidores paulistanos, considerando a aparência do inseto, a apresentação dos benefícios de seu consumo, a renda e a ocasião de consumo. A pesquisa foi desenvolvida em duas etapas. A primeira considerou grupos focais que procuraram obter informação sobre as opiniões do consumo de insetos na dieta paulistana. A segunda contemplou o desenvolvimento de dois experimentos on line. O primeiro experimento teve desenho 2x2x2 com participação de 206 indivíduos. As variáveis estudadas foram: renda (menor e maior), aparência do alimento (inseto não visível e visível) e comunicação dos benefícios (ausente e presente). O segundo experimento contou com um desenho fatorial 2x2, com 243 indivíduos, considerando outra forma de avaliar a visibilidade e o local de consumo. Os fatores e seus respectivos níveis foram: aparência do alimento (inseto não visível e visível) e local de consumo (casa ou restaurante asiático). Os resultados mostraram que os consumidores de maior renda têm melhor aceitação que aqueles de renda menor (F[1, 205] = 40,715; valor-p ˂ 0,001). A comunicação dos benefícios do consumo de insetos também foi significante e resultou em maior aceitação (F[1, 205] = 32,017; valor-p ˂ 0,000). O consumidor teve melhor disposição de aceitação quando foi apresentado o alimento sem visibilidade do inseto em relação ao alimento com o inseto visível (F[1, 242] = 54,97; valor-p ˂ 0,000). Finalmente, os resultados confirmaram que a disposição de aceitação do consumo de insetos é maior no local pouco tradicional, sendo preferido o restaurante que a casa do consumidor (F[1, 242] = 9,46; valor-p ˂ 0,002). A pesquisa permitiu encontrar evidências de fatores que influenciam positivamente a aceitação do consumo de insetos. Sendo assim, a disposição de aceitação é maior considerando: apresentar os benefícios da produção e consumo de insetos; estar dirigidos aos consumidores de alta renda; fornecer alimentos com baixa visibilidade dos insetos, sendo utilizados como ingredientes em alimentos processados, sem alterar a aparência tradicional do produto; e ser oferecidos em locais como restaurantes. Finalmente, os resultados constituem uma contribuição acadêmica para a área de comportamento do consumidor, ao expandir as evidências acerca do modelo de Furst et al. (1996) e fornecendo resultados de variáveis que afeitam o consumo de insetos que ainda não tinham sido estudadas. No nível gerencial, os resultados apresentam informação para a indústria de alimentos e para instituições governamentais e filantrópicas. Com os resultados obtidos, as estratégias de comercialização e marketing para produtos de alimentos com insetos podem ser estabelecidas com maior clareza.

Submitted by Silvana Teresinha Dornelles Studzinski (sstudzinski) on 2015-05-14T13:54:01Z No. of bitstreams: 1 JerlianeCruvinelMenezes.pdf: 925710 bytes, checksum: 7c04b5a4127684cb1e27e0332ccd36cd (MD5) / Made available in DSpace on 2015-05-14T13:54:01Z (GMT). No. of bitstreams: 1 JerlianeCruvinelMenezes.pdf: 925710 bytes, checksum: 7c04b5a4127684cb1e27e0332ccd36cd (MD5) Previous issue date: 2010 / IESRIVER - Instituto de Ensino Superior de Rio Verde / O estudo de estratégias de marketing de relacionamento, orientadas para micro e pequenas empresas do setor de comércio e de serviços, pode contribuir como área de investigação devido ao forte papel que desempenham no canal de distribuição e na economia do país. Apesar de não ser um fenômeno novo, percebe-se uma escassez de estudos teóricos com abordagem do marketing de relacionamento desenvolvida no âmbito do comércio varejista e, ainda, julga-se que a maioria das micro e pequenas empresas deste segmento desconhecem a importância do marketing de relacionamento. O tipo de comércio no qual as farmácias e drogarias operam possui algumas peculiaridades em relação aos demais ramos do varejo. Elas, além de serem responsáveis pela distribuição e abastecimento de medicamentos e produtos de higiene e beleza para a população, têm responsabilidade com a saúde pública. É importante salientar que essa atividade comercial coloca à disposição da sociedade basicamente produtos padronizados, ou seja, não há grandes possibilidades de diferenciação. O marketing de relacionamento é, antes de tudo, uma perspectiva de como a empresa pode se relacionar com seus clientes e outras partes interessadas de modo a causar impacto sobre como o negócio é desenvolvido e os clientes são gerenciados. É importante salientar que a estratégia de marketing também tem um papel significativo na criação de uma vantagem competitiva. Diante desse contexto, para atingir o objetivo proposto, identificar como o marketing de relacionamento pode gerar vantagem competitiva para pequenos varejistas do setor farmacêutico na cidade de Goiânia-Goiás, optou-se por realizar uma pesquisa de caráter exploratório, utilizando-se do método qualitativo apoiado em um estudo de casos múltiplos. A partir do levantamento do número de farmácias cadastradas pela Vigilância Sanitária de Goiânia, foram selecionadas por acessibilidade, dezoito drogarias independentes e quatro drogarias pertencentes a redes de farmácias. O método de análise empregado nestes resultados de estudo foi o da análise de conteúdo. Para as entrevistas, utilizou-se um roteiro semiestruturado, fundamentado no referencial teórico e nos modelos de marketing de relacionamento, em seguida seis categorias de análise foram escolhidas de acordo com os objetivos da pesquisa: estratégia; estratégia de marketing; marketing de relacionamento; confiança e comprometimento, satisfação, valor, lealdade; estratégia de marketing de relacionamento e serviços. Os resultados analisados foram divididos em três fases: a primeira referente às drogarias de pequeno porte. A segunda, concernente às drogarias de grande porte. Por último, uma comparação entre os dois resultados analíticos. Pôde-se constatar que diante da competitividade do mercado, principalmente em setores fragmentados, o marketing de relacionamento pode representar um diferencial competitivo importante, através da criação de valor para os clientes, ampliação de serviços de forma customizada e do estabelecimento de relacionamentos sustentáveis entre as partes interessadas no processo de troca. Portanto, o uso correto das ferramentas do marketing de relacionamento é essencial para a sobrevivência das micro e pequenas empresas, pois trata-se de uma alternativa eficaz para minimizar o impacto da guerra de preços determinada pelas grandes empresas ao agregar maior valor na oferta de serviços. / The study of the strategies of relationship marketing targeted to micro and small companies in the sectors of trade and services can add value as a research area because of their strong roles in the distribution and the economy of the country. Besides not being a new phenomenon, a lack of theoretical studies is observed concerning the approach on the relationship marketing developed in the retail trade, and also it is thought that most micro and small companies in this segment are unaware of the importance of the marketing relationship. The type of trade in which pharmacies and drugstores operate has some peculiarities in relation to other branches of retailing. They, besides being responsible for distribution and supply of medicines and hygiene and cosmetic products for the population, have responsibility on public health. It is important to emphasize that this commercial activity offers the company basically standardized products, that is, there aren’t many possibilities for differentiation. The relationship marketing is, above all, a perspective of how the company can connect to customers and other interested people in order to make an impact on how business is developed and customers are managed. It is also hig hlight that the marketing strategy also has a significant role in creating a competitive advantage. Given this context, in order to achieve the proposed objective, identify how relationship marketing can generate competitive advantage for small retailers in the pharmaceutical industry in the city of Goiânia - Goiás, we opted for an exploratory research, using the qualitative method supported in a study of multiple cases. From the survey of the number of pharmacies registered by the Health Surveillance of Goiânia, eighteen independent drug stores and four drug stores belonging to four pharmacy chains were selected by accessibility. The analysis method employed in the results of this study was the content analysis. Forthe interviews, a semi-structured script was used, based on theoretical referential and relationship marketing models, following this, six categories of analysis were chosen according to there search objectives: strategy, marketing strategy, relationship marketing, trust and commitment, satisfaction, value, loyalty, relationship marketing strategy and services. The results analyzed were divided into three phases: the first regarding the small drugstores. The second, concerning the large drugstores. Finally, a comparison between the two analytical results. It could be observed that given the competitiveness of the market, especially in fragmented sectors, the relationship marketing can represent a competitive and important differential by creating value for customers, expansion of services in a customized way and of the establishment of sustainable relationships between people interested in the exchange process. Therefore, the correct use of tools of relationship marketing is vital to the survival of micro and small companies, since it is an effective alternative to minimize the impact of war on prices determined by big ompanies, adding greater value in the services provided services.

Made available in DSpace on 2016-03-15T19:25:47Z (GMT). No. of bitstreams: 1 Luciana Pianaro.pdf: 2132470 bytes, checksum: 4c550c74dc6caed06610f3cde838a256 (MD5) Previous issue date: 2007-05-03 / This study focuses in the identification of the marketing strategies used by companies in the luxury market of clothing and accessories of international brands that are consolidated in the Brazilian market. The objectives of this research are getting to know the vision of the executives about the concepts and features of luxury goods, especially the brands that these products represent; understand the behavior of their customers; identify the practices of the marketing mix; and to know what the competition in this sector is like. The research, of a qualitative nature, utilized a nonprobabilistic sample of seven marketing executives of seven different companies in the segment. Techniques of content analysis were applied to the treatment and analysis of the data, based in the transcriptions ipsis litteris of the semi-structured interviews, which were recorded in audio format. The results point to similar views about luxury products and brands, each brand having a typical consumer. Regarding the marketing strategies, it was possible to verify a main concern in maintaining the brand intact instead of increasing its market-share. The activities of the marketing mix obey the rules established by the brand s head offices outside of the country, leaving no margin to innovate from its standard, in order not to compromise the international image of the brand. The importance and growing of accessories sales to the brands were noticed, since they allow an increase of the aspiring customer base of the brand. Amongst the relevant findings, one of them was the use of payment through installments and the good quality service of the sellers in relation to other countries. Another interesting finding was the fact that all the researched brands consider only other brands that sell similar products as competitors, not recognizing the competition of any national brand. / Esta dissertação trata da identificação das estratégias de marketing utilizadas pelas empresas do segmento de roupas e acessórios de luxo cujas marcas são internacionais e consolidadas no mercado brasileiro. Os objetivos da pesquisa que a fundamentaram foram os de conhecer a visão dos executivos sobre conceitos e atributos de produtos de luxo e em especial das marcas que representavam; entender o comportamento de consumo dos seus clientes; identificar as práticas do composto de marketing; e por fim conhecer como se configura a competição nesse setor. A pesquisa, de natureza exploratória qualitativa utilizou uma amostra não probabilística composta por sete executivos de marketing de sete empresas desse segmento. Para o tratamento e a análise dos dados foram aplicadas técnicas de análise de conteúdo, com base na transcrição ipsis litteris dos depoimentos dos entrevistados gravados em áudio, obtidos por meio de um roteiro padrão semiestruturado. Os resultados apontaram visões similares sobre produtos e marcas de luxo, sendo que cada marca possui um consumidor típico. Sobre as estratégias de marketing verificou-se uma preocupação maior em zelar pela marca do que aumentar market-share. As atividades do composto de marketing obedecem às regras estabelecidas pelas matrizes das marcas fora do país, não deixando margens para se inovar muito além do seu padrão de forma a não comprometer a imagem internacional da marca. Percebeu-se um crescimento das vendas e importância dos acessórios para as marcas, pois estes permitem aumentar a base de clientes aspirantes a consumidores da marca. Entre as constatações relevantes, uma delas foi a política do parcelamento das compras e a do bom atendimento dos vendedores em relação a práticas de outros países. Outra constatação que se ressalta foi o fato de que todas as marcas pesquisadas consideram concorrentes apenas aquelas que vendem produtos similares, não reconhecendo a concorrência de nenhuma marca nacional.