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EX ALUNA DA UNEB DEFENDE TCC QUE ANALISOU A MARCA “O COMÉRCIO MAIS BARATO DA BAHIA” COMO INFLUÊNCIA DO MARKETING NO COMPORTAMENTO DO CONSUMIDOR

Camila Ferreira dos Santos, ex aluna do curso de graduação em Administração no Departamento de Ciências Humanas e Tecnologias (DCHT), Campus V, Universidade do Estado da Bahia (UNEB), apresentou e obteve aprovação máxima na apresentação do seu Trabalho de Conclusão de Curso (TCC), sob a orientação do Professor Rodrigo Luduvice da Silva, onde abordou o tema: A INFLUÊNCIA DO MARKETING NO COMPORTAMENTO DO CONSUMIDOR: UMA ANÁLISE DA MARCA O “COMÉRCIO MAIS BARATO DA BAHIA” EM SANTO ANTÔNIO DE JESUS.

A pesquisa abordou a valorização da marca no desempenho comercial de Santo Antônio de Jesus, dando destaque a marca “O comércio mais barato da Bahia”, criada pela Associação Comercial e Empresarial de Santo Antônio de Jesus (ACESAJ) na década de 80 e, no ano de 2018, as Entidades (ACESAJ/CDL/SINCOMSAJ) conseguiram junto ao INPI (Instituto Nacional da Propriedade Industrial) a legalização do registro da marca, expressão e logotipo, que está sob posse da Associação Comercial de Santo Antônio de Jesus.

A pesquisa teve caráter exploratório, utilizando-se de aplicação de questionário nos procedimentos técnicos e quanto à forma de abordagem a pesquisa se caracterizou como qualitativa. O objetivo geral foi analisar a marca, o “Comércio mais barato da Bahia” e a influência na tomada de decisão de compra dos consumidores e para a economia local, entendendo que o comércio, é a maior fonte de emprego e renda da cidade. Os objetivos específicos foram a verificação do posicionamento da marca no comércio local, bem como para as cidades circunvizinhas, além de analisar a influência do marketing no comportamento do consumidor.

Partindo para os resultados obtidos no estudo de caso, a pesquisadora selecionou 163 participantes de Santo Antônio de Jesus e região que responderam um questionário composto de 36 perguntas fechadas. Após as respostas dos entrevistados, foi feito a tabulação demonstrado o resultado através de gráficos, conforme a conclusão dos dados a seguir.

Quando perguntado ao entrevistado se o mesmo se sente influenciado a comprar no comércio de Santo Antônio de Jesus, 49,1% responderam concordar totalmente e 32,5% concordaram parcialmente. Ao questionar se a marca o “Comércio mais barato da Bahia” influencia antes de escolher comprar um produto, dos 163 entrevistados 41,1% responderam que concorda parcialmente e 35,6% responderam que concordam totalmente. Perguntado se o consumidor frequentemente se sente atraído a consumir levando em consideração a marca do comércio, 40% responderam que concordam totalmente e 36,8% responderam que concorda parcialmente.

Ainda segundo os dados levantados, no quesito motivação para comprar em uma loja do comércio de Santo Antônio de Jesus, 48,5% responderam que concorda parcialmente e 33,7% responderam que concordam totalmente, enfatizando a importância de se levar em consideração os fatores psicológicos no estudo de comportamento do consumidor, como motivação, percepção, aprendizagem e memória.

Outros dados em que a maior parte dos consumidores concordaram totalmente estão relacionados também a disponibilidade do produto na empresa; a influência do preço e da marca o “Comércio mais barato da Bahia” na decisão de fazer compras em lojas físicas e/ou online. Foi destacado também a localização da empresa, com acesso a estacionamento, a utilização das redes sociais como fator de compra; a satisfação com compras online; as experiências positivas ao comprar no comércio de Santo Antônio de Jesus, entre outros pontos.

Em suma, a pesquisa corroborou que a marca o “Comércio mais barato da Bahia” possui forte influência na tomada de decisão de compra dos consumidores, o que cumpre a sua proposta ao demonstrar a importância e a necessidade do estudo do comportamento do consumidor levando em consideração a marca.

Para a aluna Camila Ferreira, a marca pode influenciar os interesses dos consumidores e integrá-los aos interesses do negócio, possibilitando claras vantagens de se investir em programas de marketing voltados para o fortalecimento da marca o “Comércio mais barato da Bahia”.

As Entidades Empresariais de Santo Antônio de Jesus parabenizam a estudante pela pesquisa realizada, ao ponto que destaca a importância da mesma para o comércio local, uma vez que, assim como a marca é o DNA de uma empresa, sendo o que conecta o cliente ao produto, a marca o “Comércio mais barato da Bahia” demonstra a capacidade do município para atender às necessidades do consumidor, garantindo satisfação e melhor experiência de quem escolhe a Capital do Recôncavo como destino.

Leia a pesquisa completa no link abaixo:

ASCOM – Espaço Empresarial de Santo Antônio de Jesus

Mayara Cardoso Sampaio

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