ESTRATÉGIAS MERCADOLÓGICAS PARA OBTENÇÃO DE VANTAGEM COMPETITIVA NO SETOR CALÇADISTA
DOI:
https://doi.org/10.12662/2359-618xregea.v9i2.p141-158.2020Keywords:
Estratégias de marketing, Vantagem competitiva, Varejo de calçadosAbstract
Este estudo tem como objetivo analisar quais ferramentas do composto de marketing varejista influenciam a percepção de vantagem competitiva, sob a ótica de clientes, e teve como foco as lojas de uma rede varejista de calçados na Região Sudoeste do Paraná. Por meio da abordagem quantitativa, utilizou-se da pesquisa de levantamento e amostragem não probabilística por tipicidade. O questionário estruturado foi elaborado com base nos estudos de Pelissari et al. (2011) e de Cerutti (2010). Por meio de análise de regressão, os resultados da pesquisa apontaram que os conjuntos de variáveis referentes às estratégias de marketing varejista, denominados construtos independentes, que exercem influência com significância estatística sobre o construto dependente Vantagem Competitiva, são Produto, Preço, Promoção e Ponto. Entretanto, a Presentação e Pessoal não exercem influência significativa, convergindo com resultados de outros estudos empíricos sobre a temática e predominando os 4 Ps básicos do composto de marketing.
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