PESQUISA EXPLORATÓRIA NO PONTO DE VENDA DE EMPRESAS MULTINACIONAIS SUPERMERCADISTAS DE RIBEIRÃO PRETO - SP

Abstract

With the increase of the enterprise competitiveness innovations appear that can become the most accepted products for the society. One of the strategies that if have detached, is of the image of the social-environment responsible company. This article searched to identify if the characterization of products with the called “stamp of social-environment responsibility” exerts some type of influence in the process of purchase decision of the final consumers in the point of venda. For this, it was carries through a research of quantitative character, in the point of venda of two great retail nets, by means of questionnaires, in a sample of 324 consumers. The gotten results had indicated that final consumers have some knowledge on the subject social-environment responsibility and a part already noticed the stamp. However, the great parcel of these, does not obtain to associate its respective cause. Also it was verified that even so they consider important that the companies are social-environment responsible, they do not observe if the products possess some thing that characterizes this fact and few are made use to pay more for the acquisition of these products. Apparently the results indicate that this strategy, for the call social-environment marketing, did not obtain to get the desired effect and new strategically developments are necessary in order to reach such objectives