Neighborhood retail. Marketing strategies in compact supermarkets

      Аннотация: This project was carried out with the objective of identifying the effect of the marketing strategies used by compact supermarkets, or neighborhood supermarkets as they are being called, in the process of winning and retaining customers. The methodology used is composed of exploratory research, through a varied bibliographic reference, and field research, with the application of questionnaires with supermarket managers and consumers. The conclusions drawn from this study respond satisfactorily to the objectives of the work, since it was possible to know the appropriate marketing tools and the impact of the actions employed in the conquest and maintenance of customers in the stores of neighboring supermarkets. This shows that they are able to win the customer, taking him into the store, although they do not achieve the much desired loyalty.

Ключевые слова: Marketing, strategies, supermarket, loyalty