Análise de mercado no segmento de rações para cães e gatos, no Município de Seropédica- RJ, nos anos de 2015 e 2016

Abstract

Brazil has the fourth largest population of pet animals and the market for consumption of goods and services and for the maintenance of the lifestyle of dogs and cats, especially their food, has grown on a large scale and today the country represents the third World's largest feed intake. So, through this work in a Case Study, we tried to show how the actors offering the pet food segment experienced the economic crisis of the years 2015 and 2016 to be used in the company Pet Food Amigazão AS. as marketing strategies, Since the company mentioned operates in the segment since 1980 and also felt reflections of the economic turbulence. The evaluation was made through the opinion of wholesalers and retailers of the Municipality of Seropédica, State of Rio de Janeiro, where comprehensive market issues were raised, such as perception of the crisis, changes in shopping behavior, product category migration, Marketing and marketing mix, but attributed mainly as specific issues of that locality, because it has a unique condition to host two of the eleven distributors of pet food in the state market, which is highly representative since these wholesalers act at the state level. In the Conclusion we proceed to the answers raised in the objectives, one of which was to evaluate under the prism of the marketing mix, an aspect of great importance in dark times of the commercial segments. One of the conclusions came as a strategy focused on product, since it was the most cited by the channels as a differential in the period, followed by the strategy focused on price. By making a comparison, the strategies used by the different channels are not those they deem most important at a time of economic crisis; In the opinion of the interviewees, the offer of a product with attributes of quality and differentiation can modify the demand in a period of economic crisis; Price-focused strategies come in second place to the quest for demand, not the most important in their view