THE MARKETING COMPOUND IN THE CONSUMER CONCEPTION OF A RETAIL NETWORK IN PALMAS – TO

Abstract

The article deals with the mechanisms of the Marketing Mix 4P's product, price, place and promotion and the 4 C's of Marketing customer, cost, convenience and communication developed in a supermarket unit located in Palmas-TO. It aimed to reveal consumers' perceptions, in relation, more specifically, to their personal consumer shopping experiences, within the scope of the retail company. The instrument used for data collection was a questionnaire with open and closed questions focused on the 4 P's and C's of Marketing, via qr-code and link oral interview at the establishment itself. The results highlighted important information where it is possible to know, which is the highest priority area for the customer in the supermarket, the most used means of communication, which is the consumer public, which promotion method has greater visibility and even the general vision that the customer has. of the organization.