A importância da correta ambientação das instalações de apoio para conquista e fidelização de clientes: um estudo sobre o mercado alimentício no segmento de lojas de vinhos no Brasil

Abstract

The increasing market demand for consumer goods trade has moved significantly nowadays. In particular the wine market has attracted the attention of thousands people, consumers who watch carefully the changes and innovations in this sector, and aspiring entrepreneurs who intend to enter the market. This research, through interviews, literature and virtual searches, seeks to present the main features that lead to conquest and loyalty in wine shops in Brazil, lists key factors in presenting products and services for this segment, presenting results that help this follow. The main objective through field research and a comprehensive framework, is addressing the issue of the challenges inherent ambiance of support facilities in winning and retaining customers in wine shops in Brazil. To conduct the study was the option for a review of qualitative literature, from the contribution of many authors, among them may cite FERREIRA (2012), Fitzsimmons & Fitzsimmons (2010), GUARATTO (2010), JOHNSTON & CLARK (2008)