Estratégias de marketing e identidade visual na comercialização de pescado na cidade de Cuité - PB.

Abstract

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.