Marketing promocional: uma análise das atividades desenvolvidas por varejistas do setor de moda de Campina Grande.

Abstract

The main goal of this study is to analyze how the activities of the promotional marketing are developed by the retailers in the city of Campina Grande. The specific objectives, that are relevant for the study, contemplated the identification of the how the companies are making use of the activities in the promotional marketing; the description of the annual promotional calendar of the companies; and the descriptions of the visual merchandising strategies in the three companies observed in the study. The theoretical-empirical brings an initial discussion about the retail, the promotional marketing and the visual merchandising. Based on the literature and the purpose mentioned, we chose the qualitative method to perform this research, developing a study of multiple cases at the stores Colcci Boulevard, Dress to and Woman Loft. The data collection occurred mainly through semi-structured interviews realized with five people who are linked directly to the management of the promotional marketing and by a few observations in the course of their interviews. The data analysis was performed using the categorization of information and content analysis. The results showed as promotional marketing activities are carried out in the stores retail of fashion are developed on a day-to-day and outlined for acquiring new customers. Just as the use of showcases requires more knowledge about the strategies of visual merchandising and window displays as elements of the promotional marketing by retailers.