SILVA, L. T. F.; http://lattes.cnpq.br/9467196677621366; SILVA, Larissa Thais Fernandes da.
Resumo:
The commercialization of fish is a very significant activity within the production chain,
and which, in addition, covers several aspects that have great influences up to the
decision to purchase the product by the customer. Therefore, this work aimed to
characterize the commercialization of fish in Cuité- PB, focusing on visual identity and
marketing strategies in force in the main commercial establishments in the city. The
methodology used in the study was based on a descriptive and observational analysis
of the environments, where biweekly visits were made to fish commercialization
establishments, in the free fair and public market in the city of Cuité-PB. In addition,
marketing actions were carried out through the preparation and delivery of folders and
fish tasting in a supermarket in the city in order to encourage the consumption of fish.
In view of this, it was possible to understand about the offer of products, consumer
preferences in relation to the purchase of fish, observe the hygienic-sanitary conditions
found with prevalence in commercial points, in addition to also mentioning some
marketing strategies already used by some enterprises. However, taking into account
these many aspects, it was possible to conclude, mainly, the lack of exploration of the
marketing applied to the commercialization of fish, which could act benefiting the
traders through the increase of the demand and, consequently, the consumption of
these products by the local population.