As práticas e ações de marketing nas empresas de artigos no vestuário e acessórios localizadas na cidade de Pombal-PB.

Abstract

In a environment Increasingly fierce by the competitiveness, by economic, political and social factors, the companies wage real battles for survival, they seek new ways of working, seeking for develop actions that may attract and keep customers. In this perspective this study was developed in order to analyze the actions of communication and marketing developed by the companies in the clothing and accessories sector, located in Pombal city, Paraíba. As regards the classification of research about the objectives it's classified as descriptive; as for technical procedures is classified as bibliographic and field research, using as data collection instruments, the form. As for the logical method used was the inductive method, and concerning the technical method, was used the statistical method through a simple descriptive statistics by accessibility. With the study was found that advertising is the most practiced action by companies, radio is the most used vehicle disclosure, it was also observed that the main means of contact with the customer before, during or after the actions developed is the telephone connection (telemarketing), that although most companies declare they do not perform any action in reaction to an action of competitors, it became clear with the data of the chart presented that companies end up acting that way, because otherwise they would lose customers to competitors. The study also showed that in 88% of companies that perform some form of communication and marketing, customers inform the companies how they have taken knowledge of the actions, the main objective of the companies in doing the actions is to increase sales, 58% of companies do not seek information about profile of potential customers or consumers, 31% of companies believe that radio is the most efficient means of divulgation to attract customers to the store, 27% believe that's the way to get higher financial return of promotions and finally became clear that 52% of companies that keep some form of communication and marketing, believe that if they didn't performing any action they would keep current customers but wouldn't conquer new customers.