A percepção da competição: um estudo no setor varejista de auto peças de Campina Grande.

Abstract

This research essentially aimed to speculate about the competitive structure of the retailer sector related to automotive parts in Campina Grande in the manager’s perception. To achieve this main objective, three specific objectives were necessary to follow: first, to identify the competitive strategies used by the companies; second, to know the competitive forces involved in the sector; and third, to recognize the predominant forces in the sector. In relation to the methodology, we classify it as explanatory and descriptive, whose sample was the retailer commerce of automotive parts for light vehicles in Campina Grande. Among 15 companies concerned in the research, we received responses from 13 of them. Through a questionnaire, we asked the managers about their perception of the competitive forces acting in the sector, and we concluded that the most important ones are: the rivalry between the companies, the clients’ power in trade and the menace of the replaceable products.