Repositório Digital do IFFAR

Navegando por Autor "Ceretta, Simone Beatriz Nunes"

Agora exibindo 1 - 5 de 5
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    Comportamento do consumidor: a influência do marketing digital na decisão de compra em uma empresa de venda e prestação de serviço
    (Instituto Federal de Educação, Ciência e Tecnologia Farroupilha, 2021) Saggin, Silaine Aparecida; Ceretta, Simone Beatriz Nunes
    Aiming to broaden the reflections and discussions on consumer behavior towards social networks, the objective of this work was to identify digital marketing actions that influence consumers in the purchase decision process in a company that sells and provides computer, cellphone and services services. accessories. The study is an applied, exploratory and descriptive research with a qualitative approach. The methodology used for data collection was field research through the survey method, bibliographical research and observation of the company's social networks. Online and face-to-face questionnaires were applied to a simple, non-probabilistic random sample of 100 company customers. The theoretical basis of the work was obtained from the search for literature on the themes relevant to the topic under discussion. The results obtained and analyzed point to consumers who are increasingly connected, who seek information through social networks and are influenced by this communication channel in their purchase decisions. The persona of the Assistel company is a woman, resident in Santo Augusto/RS, aged between 18 and 34 years old, completed high school, lives with a partner and children, with an income between R$1,100.00 to R$4,000.00. He works in different professions. He enjoys being with friends, watching movies, series, as well as hanging out with his family and enjoying his children more. Dreams of having a better quality of life. At the end, we tried to suggest a digital marketing plan, based on the Canvas management tool, proposing the creation of new communication channels with the customer and improvements in the digital marketing actions developed by the company.
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    Ferramentas de merchandising como estratégia de vendas em um supermercado
    (Instituto Federal de Educação, Ciência e Tecnologia Farroupilha, 2021) Meneghini, Gustavo Weiller; Ceretta, Simone Beatriz Nunes
    This work aims to identify and analyze the merchandising tools used by Supermercado Fama, located in Santo Augusto/RS, proposing improvements that result in the leverage of the company's sales. It is an applied, exploratory and descriptive research with a qualitative approach. For data collection, the survey method was used by applying a questionnaire to a sample of 102 customers, seeking to identify their perception in relation to the merchandising tools used by the Fama supermarket. The research includes on-site observation in order to identify the tools used by the manager at the point of sale. It also used bibliographical research on the subject, approaching marketing, sensorial marketing, concepts and types of retail store and specifically, merchandising. There is a field research carried out with the objective of identifying these tools that the supermarket uses, as well as defining what is the perception of customers in relation to these tools. The study results show that the management of strategies in the company is done informally, which means that the result of applying merchandising tools is not as expected, since it is not assertively planned to impact the public consumer of the supermarket fame. Finally, improvements are proposed related to the merchandising tools that the supermarket uses, with the aim of providing its customers with a differentiated shopping experience, delighting and building customer loyalty and, consequently, leveraging the company's sales.
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    Marketing digital em clínicas estéticas: a utilização de redes sociais para prospectar e fidelizar clientes
    (Instituto Federal de Educação, Ciência e Tecnologia Farroupilha, 2021) Diniz, Maiara Da Silva; Ceretta, Simone Beatriz Nunes
    The use of social networks as a channel to carry out digital marketing in companies has been the source of several studies, leading to research to deepen the theme and understand how it can help managers, since social networks have become part of the routine of people. This work aims to understand digital marketing in aesthetic clinics in Santo Augusto through the use of social networks to prospect and retain customers, based on bibliographical references and field research, carried out with managers of aesthetic clinics and their customers. We sought the opinion of several authors on the subject, leading to the analysis of published studies and books, in order to contribute to the study and collaborate with research, aiming to understand its use and contribute to it.
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    Mulheres da geração Z e sua jornada de compra: experiência de consumo no varejo de confecções
    (Instituto Federal de Educação, Ciência e Tecnologia Farroupilha, 2021) Günther, Khetlyn; Ceretta, Simone Beatriz Nunes
    This study aims to investigate the retail shopping experience of apparel, through mapping the consumption journey of Generation Z women, belonging to the Celeiro and Northwest regions of Rio Grande do Sul. The study is exploratory, descriptive, applied, bibliographical research and is also characterized as field research, with a qualitative approach. It began with the realization of the focus group, in which the Google Meet tool was used for a conversation with 6 women. After data collection, it was performed using the survey method, with the application of an online questionnaire, as the study took place in the midst of the Covid-19 pandemic. The sample consisted of 62 consumers of Generation Z between 18 and 23 ears old, belonging to the municipalities of Boa Vista do Buricá, Braga, Campo Novo, Cândido Godói, Nova Candelária, Santo Augusto, São José do Inhacorá, São Martinho, Três de Maio and Três Passos, belonging to the Celeiro and Northwest regions of the state of Rio Grande do Sul. Both to apply the questionnaire and to carry out the focus group, the same demographic and geographic segmentation was used. It can be concluded from the study that women belonging to Generation Z value very much for excellent service in clothing stores, for a clean, organized environment, with attractive windows. The need to buy clothes is for everyday life, some commemorative date, for work or partying. As this is a connected generation, the first contact they have with the store ends up being through social networks, although they prefer o shop in physical stores. The mapping of the purchase journey performed is an effective marketing management tool to help managers in creating a differentiated and pleasurable shopping experience for Generation Z consumers.
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    Planejamento estratégico: estudo de caso em um consultório odontológico no Município de Três Passos/RS
    (Instituto Federal de Educação, Ciência e Tecnologia Farroupilha, 2021) Vieira, Luna Emanuelly; Pizolotto, Maira Fátima; Ceretta, Simone Beatriz Nunes; Zanini, Danielli
    In the current context, for an organization to remain competitive in the market, it is essential that it seeks to invest in efficient management and understand which strategies can be developed in favor of an efficient and effective result. At all times organizations deal with complex, challenging and unexpected situations, requiring a systemic view of the market and strategic planning that aims to understand which actions are necessary to remain active and competitive. Aaker (2012) states that developing successful strategies to operate in dynamic markets has been one of the most challenging issues for organizations in the current situation. Given this context, the need arose to develop a strategic plan in a dental office located in the municipality of Três Passos/RS in order to contribute to the improvement of management and enabling the development of a dental clinic. The methodology applied was based on Vergara (2016) and is classified, as to the purposes as research of applied nature, of qualitative approach, of exploratory and descriptive character and using the techniques of bibliographic research and case study. The sample consists of only one dental office of general practice and with specialization in the area of implant dentistry from a universe of 58 dentists who work in dental offices in the city of Três Passos/RS, it is also classified as non-probabilistic, intentional and by accessibility, by ease of access to information and data since the academic is a collaborator of the company. The information collected served as a basis for the development of the Strategic Planning, the rescue of the organizational indicators, mission, vision, values and objectives, which had already been defined at the time it was founded. The internal and external environment of the dental office under study was analyzed by applying the SWOT Matrix tool. First, the strategic actions suggested to be implemented in the dental office focus on improving management to later change it into a dental clinic, and then, as it is intended to improve management and results, to transform the dental office into a clinic, it was necessary to develop specific strategies. Then, strategic actions were developed to take advantage of the strengths, which changes to make in the internal and external environment to circumvent the threats and improve the weaknesses, as well as to invest and improve to take advantage of the opportunities offered by the market. Subsequently, the implementation of the strategies developed in the previous steps was carried out, as well as the follow-up of the results using the 5W2H tool. Based on the results, it was noticed how the development of strategic planning is relevant to improve the management of the Dr. Romina Eulálio Petrucci's Dental Office, because it allows the decision making about some administrative and technical processes to occur in a more assertive and safe way, contributing to improve its results.