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Adoção do composto de marketing na indústria de food service: um estudo multicasos

Author

Listed:
  • Tredezini, Cicero Antonio Oliveira
  • Kinjo, Carolina Nunes
  • Duraes, Maria Luiza Tricca
  • Rebmann, Melanie

Abstract

Este estudo tem como objetivo verificar como são aplicadas as variáveis do composto de marketing varejista nos restaurantes self-service em Campo Grande/MS. Para tanto, foi feito um estudo multicasos junto a cinco empresas independentes. Os instrumentos de pesquisa utilizados foram: levantamento bibliográfico, entrevista em profundidade, observação não disfarçada e coleta de materiais promocionais. A análise dos dados permitiu constatar que os cinco restaurantes pesquisados contêm alguns padrões similares e que o mix de marketing por eles adotado é utilizado de forma intuitiva, apesar de conter ferramentas mercadológicas apropriadas.--------------------This study aims to verify how the variables of the retail marketing mix are applied in the selfservice restaurants in Campo Grande, Brazilian southwest. The data collection was performed with five independent companies. The instruments of research were: bibliographical research, qualitative research, observation and collection of materials. The data analysis permitted to verify that the five restaurants contain some similar patterns and that the marketing mix adopted by them is used in an intuitive form, although to contain appropriate marketing tools.

Suggested Citation

  • Tredezini, Cicero Antonio Oliveira & Kinjo, Carolina Nunes & Duraes, Maria Luiza Tricca & Rebmann, Melanie, 2008. "Adoção do composto de marketing na indústria de food service: um estudo multicasos," 46th Congress, July 20-23, 2008, Rio Branco, Acre, Brazil 107862, Sociedade Brasileira de Economia, Administracao e Sociologia Rural (SOBER).
    • Handle: RePEc:ags:sbrfsr:107862
    DOI: 10.22004/ag.econ.107862
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    Agribusiness;

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