A importância do geomarketing: contribuições a partir do estudo da rede OXXO em Campinas-SP

Abstract

This study aims to investigate the possible market strategy adopted for the installation of new OXXO stores in the municipality of Campinas-SP, using census data and Geomarketing techniques based on Geographic Information Systems (GIS). Starting with an analysis of the history of the OXXO network, which highlights its activities in the retail segment in proximity markets. Thus, the methodology begins with the collection of geographical coordinates of the stores with the help of GIS tools and the analysis of local and structural characteristics of the selected stores. In addition, demographic data from the 2010 IBGE Census were used, where data related to population density and income in the areas where the stores are located were separated. The results indicate that although a large number of stores are located in the central area of Campinas, where there is high population density and moderate income, the strategy for choosing their locations goes beyond the aforementioned data, as there are several stores scattered in different areas with distinct population and variable income. Thus, this research demonstrates the importance of using Geomarketing to better understand the possible strategies used for selecting new stores, highlighting the significance of GIS as an important tool that assists in this type of research and market study.