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Merchandising num supermercado Pingo Doce
| Summary: | Nowadays supermarkets are very competitive among each other. This is notorious the marketing sector: aggressive promotions, creative merchandising strategies, and a massive investment in advertising. Moreover, the final goal is not only to grow in sales but also to satisfy the needs of consumers and retain them. Merchandising is a core tool in the marketing strategy and, if well done, can improve rentability at the point of sale. It makes the store more appealing, and it creates a logical path in order to facilitate the choicemaking through the rationality and clarity of information. This dissertation, through a theorical analysis, aims to explore the history of merchandising in the retail sector, focusing on supermarkets. After this it will be made an observation to one of the Pingo Doce’s stores in order to find out which merchandising techniques are being used. A survey was conducted to 120 clients of this store in the interest of getting a better idea of the type of customer, its behaviour and also its level of satisfaction. As a conclusion, the positive and negative aspects of the merchandising techniques currently in place at Pingo Doce are to be highlighted. Regarding these, some remarks will be made about what could be changed as well as a suggestion for further investigation on this subject |
|---|---|
| Subject: | MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE RETAIL TRADE PINGO DOCE MERCHANDISING MARKETING CASE STUDIES COMÉRCIO RETALHISTA COMMUNICATION ESTUDOS DE CASO COMUNICAÇÃO |
| Year: | 2018 |
| Country: | Portugal |
| Document type: | master thesis |
| Identifiers: | ID: tid:201818302 |
| Access type: | Open |
| Associated institution: | ReCiL - Repositório Científico Lusófona |
| Funded project code: | tid:201818302 |
| Language: | Portuguese |
| Origin: | ReCiL - Repositório Científico Lusófona |
| _version_ | 1850560640788201472 |
|---|---|
| conditionsOfAccess_str | open access |
| country_str | PT |
| description | Nowadays supermarkets are very competitive among each other. This is notorious the marketing sector: aggressive promotions, creative merchandising strategies, and a massive investment in advertising. Moreover, the final goal is not only to grow in sales but also to satisfy the needs of consumers and retain them. Merchandising is a core tool in the marketing strategy and, if well done, can improve rentability at the point of sale. It makes the store more appealing, and it creates a logical path in order to facilitate the choicemaking through the rationality and clarity of information. This dissertation, through a theorical analysis, aims to explore the history of merchandising in the retail sector, focusing on supermarkets. After this it will be made an observation to one of the Pingo Doce’s stores in order to find out which merchandising techniques are being used. A survey was conducted to 120 clients of this store in the interest of getting a better idea of the type of customer, its behaviour and also its level of satisfaction. As a conclusion, the positive and negative aspects of the merchandising techniques currently in place at Pingo Doce are to be highlighted. Regarding these, some remarks will be made about what could be changed as well as a suggestion for further investigation on this subject |
| documentTypeURL_str | http://purl.org/coar/resource_type/c_bdcc |
| documentType_str | master thesis |
| id | 69903fb8-e0be-4117-aadd-41fc319ef01b |
| identifierHandle_str | http://hdl.handle.net/10437/8470 |
| identifierOther_str | tid:201818302 |
| language | por |
| publicationDateFull_str | 2018-01-26T12:26:29Z |
| publicationDate_str | 2018-01-26 |
| publishDate | 2018 |
| relatedInstitutions_str_mv | ReCiL - Repositório Científico Lusófona |
| resourceName_str | ReCiL - Repositório Científico Lusófona |
| spellingShingle | Merchandising num supermercado Pingo Doce MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE RETAIL TRADE PINGO DOCE MERCHANDISING MARKETING CASE STUDIES COMÉRCIO RETALHISTA COMMUNICATION ESTUDOS DE CASO COMUNICAÇÃO |
| title | Merchandising num supermercado Pingo Doce |
| topic | MESTRADO EM CIÊNCIAS DA COMUNICAÇÃO, MARKETING E PUBLICIDADE RETAIL TRADE PINGO DOCE MERCHANDISING MARKETING CASE STUDIES COMÉRCIO RETALHISTA COMMUNICATION ESTUDOS DE CASO COMUNICAÇÃO |