Estratégia de marketing no comércio popular de roupas: um estudo de casos múltiplos da rua Zé Avelino, Fortaleza-CE

Abstract

The selection of the topic discussed in this research: "Marketing Strategy in cloting Popular Commerce in Zé Avelino Street in Fortaleza - CE," was not chosen by chance. It was chosen because of the experiences with the owners of the shops installed at the Fair exercising trade in haberdashery and because of the own experience of this researcher who works in this field. Since then, many concerns converged on the choice of this theme. Methodologically it was structured a qualitative research base founded on research of bibliographical, documentary and field research. Noting that the stallholders universe was very broad, it was defined the methodology taking as reference the case studies that proved the best way to achieve them. Thus, it was applied from nonprobabilistic sample for trial (Mattar, 1996) with the participation of three stallholders installed in the area covered by this study. The sample was selected based on criteria involving availability to participate in the research; use of marketing strategies and the evolution in sales. The field research was guided by a questionnaire containing thirty objective and subjective questions, applied by the dynamics of interviews that were recorded with the permission of the participants. The categories related to support the discussions that pervade the topic under discussion are based on studies of Armstrong (2007); Cobra (1992); Ferrel. O. C .; Hartline. M. D; Lucas (2000); Kotler and Armstrong (2007); Limeira, T.M.V and Days (2003) Porter (1999), among others. Presented and discussed in the first two chapters, the central categories give theoretical support for the analysis of the findings in the field work. The experiences of the stallholders in the treatment and management of marketing strategies are related to the theory and discussed in the fourth chapter. Some findings were possible and are described throughout this study, however, the emphasis is given to the assumptions that the findings obtained. Therefore, it is relevant here to highlight, among others, the hypothesis that "generic marketing strategies are configured as a daily practice of the stallholders who occupy commercial spaces at the Fair Zé Avelino, whether intentionally by planning and hiring qualified professionals for this mission, or in an spontaneous and intuitive way. "