As ações de marketing e marketing digital como ferramentas influenciadoras nos processos de decisão de compra do consumidor: um estudo de caso com clientes do supermercado Mateus Cohama na cidade de São Luís – MA

Abstract

The present study seeks to take a critical look at marketing in its everyday context, observing the nuances of its evolution and the strategies launched by organizations in an attempt to capture and retain customers. With this, the research is based on a bibliographic analysis, where the main points of the evolution of commerce and the beginning of the use of marketing to the present day are exposed where the advent of the internet and social networks is one of the strategic differentials of which the companies can use to spread and encompass their target audience. In this way, through the presentation of an objective questionnaire for the customers of Supermercado Mateus in the Cohama neighborhood in São Luís, it was possible to measure the perception of customers regarding the use of marketing as a tool for companies.