Fatores perceptivos e competitividade em mercados de bairro : uma proposta de melhorias

Abstract

This paper aims, to a certain extent, to increase the level of competition in small neighborhood markets. This can be done through the creation of a proposal intended to enhance the quality of services offered to clients. The priority is focused on perceptive aspects which have been observed in managers and clients attitudes and behavior. A thorough investigation was carried out to search for possible connections between perceptive factors and the buying habits in small neighborhood markets. 30 male and female clients participated in this research with their age ranging from 30 to 70 years old. As for their educational background, some had not finished elementary school whereas others had a bachelor degree. 3 of them own markets in the districts of Boaçu and Mutuapira, both located in the municipality of São Gonçalo in Rio de Janeiro. Exploratory research techniques were used, and the method was case study. The results obtained demonstrate a strong uncertainty when it comes to the clients level of satisfaction concerning the services they get. On a monthly basis, the neighborhood markets only tend to meet the immediate needs their clients have. The market owners take for granted their clients opinions. Therefore, it was possible to conclude that new case studies, with the same context, should be conducted. Other elements such as performance, training and financial management in small neighborhood markets must be included. Besides, studies concerning the community, family groups interaction, and the relationship with suppliers and employees must also be taken into account.