Percepção dos pequenos e microempreendedores do ramo de vestuário de Londrina sobre marketing

Abstract

In Brazil, nine out of ten companies are micro or small. Among the main challenges for its survival are factors related to planning and organization. Marketing is a crucial factor for the good performance of companies. Many of its classic concepts are still extremely relevant today and help companies of all sizes to face their challenges. One of the best known approaches to marketing is given by the concept of the marketing mix, which is divided into four groups, which are: Product; Price; Place; Promotion. The objective of this work is to analyze the marketing perception of micro and small entrepreneurs in the city of Londrina in the clothing business. Through the development of a research tool and its application in large shopping centers. Thirty-seven perceptions interviewed were obtained from owners and managers responsible for the retail stores. The results obtained demonstrate a high degree of understanding of the participants about marketing, but they present some points that can be improved. So there are opportunities to be explored.