Análise da percepção dos estudantes universitários frente as estratégias de marketing (composto mercadológico) empregadas pelas empresas do setor supermercadista na cidade de Ituiutaba-MG.

Abstract

In the current scenario, companies must identify the factors that interfere with the consumer purchasing decision process. The general objective of this work is to analyze which of the components (product, price, promotion and market) of the marketing strategy employed by the companies of the supermarket sector in the city of ItuiutabaMG, presents more revelation for the students of Administration, Production Engineering of the Federal University of Uberlândia - UFU, Pontal campus. It was used in field research, a quantitative approach, to make feasible the analysis of the proposed theme. The sample was random, with 104 respondents, and the technique used in the data collection was the application of structured questionnaires. It was identified that the product and price strategy has more impact on consumer perception.