Desenvolvimento de um estudo de marketing da empresa de móveis Movelim, por meio de ações para captar e reter clientes.

Abstract

A survey was carried out in the furniture company Movelim of Terra de Areia in order to verify the opinion of customers in relation to the marketing mix (product, price, place and promotion); analyze the reasons why they bought; and the reasons why customers would not purchase again. As a result, the general objective of this research was to develop a marketing study for the furniture company, through actions to attract and retain customers. The methodology used was qualitative and quantitative research, of a descriptive and exploratory character, through a case study. A questionnaire was applied to a sample of 26 customers to reveal their opinion about the 4P’s of marketing practiced by the carpentry, as well as the decisive factors of purchase and why they would not buy again. The literature review sought to clarify what these qualities advocate, as well as the concepts that surround them. The present research consists of a contribution to the studied company by revealing the preferences of its customers in relation to the adopted marketing. In this way, an action plan was presented in light of the information obtained, so that the company will maintain its strengths and reinforce its weaknesses.