Estruturas comerciais tradicionais de intermediação: crítica de adoção de e-commerce em empresa de representação comercial do ramo calçadista cearense

Abstract

This study aims to explore to analyze the new commercial opportunities for intervention low cost and broad spectrum by an entrepreneur that branch. Therefore according to this study concerns an entrepreneur with aspects of loyalty was investigated, on the one hand, aspects of consumer behavior in the face of new options for other business relationship as effective activity of commercial representation and what their perspective a new technological possibility. Initially, we present the consumer behavior in its concepts, characteristics, main types, models and process customer loyalty. Follow up with an approach on the structures, goals brokerage business from the characterization of market segmentation, focusing on geographic segmentation. For this it is essential to analyze the major procedures performed in the practice of E-commerce. In the next session, we have the case study itself by presenting the company in question, Metalshoes Representations LTDA, followed by the exposure of its principals and the analysis of the interview. It appears that E-commerce is a possibility of renewed commercial representation, since the company knows the audience to be reached, as well as the trade representative have the necessary knowledge about the practices and policies used by the company and its products.