Gerenciamento por categorias como uma ferramenta de trade marketing a serviço da indústria e varejo: um estudo desenvolvido no Supermercado Center Box em Fortaleza

Abstract

The market suffered strong transformations over the last few years, requiring a greater understanding on the part of industry and retail on the evolution of shopper (purchaser of the product) behavior, bringing greater complexity into the supermarkets. Trade marketing is a concept that emerged in the 80s and aimed to bring the industry's sales strategies with retailers, and this relationship interspersed by the distributor and wholesaler channel. The category management a trade marketing tool, directly influences the process of buying the shopper at point of sale. Category Management is a tool developed for the supermarket better exploit these capabilities in the store, from the layout to the assortment chosen to attend the shelving. The relevance of this theme should be the need to investigate the new variables that influence the shopper's purchase decision. The research was qualitative and qualitative character of case study, with explanatory conclusive field research, with the subject 40 clients interviewed in two supermarkets on the same network of Fortaleza. The results point to a better performance in toilet paper brand sales analyzed in the study, Snow, supermarket who underwent performed by categories management tool, thus proving the effectiveness of the study at hand.