ANALYSIS OF MARKETING STRATEGIES AND COMPETITIVE DIFFERENTIATION OF LOCAL SUPERMARKETS FACING THE ARRIVAL OF LARGE CHAINS IN GURUPI, TOCANTINS

Abstract

The expansion of large retail chains into inland cities has intensified competition in the supermarket sector, requiring local supermarkets to adapt their strategies. This study aimed to analyze the marketing and competitive differentiation strategies adopted by local supermarkets in Gurupi, Tocantins, Brazil. The research was classified as exploratory and descriptive, using a mixed-method approach with questionnaires applied to 27 consumers and 2 supermarket managers. The results showed that large retail chains are perceived as having advantages in prices and product variety. On the other hand, local supermarkets stand out for their personalized service, customer proximity, and knowledge of local market needs. Social media, especially Instagram, was also identified as an important factor influencing consumer purchasing decisions. It is concluded that local supermarkets can remain competitive by strengthening digital marketing, customer loyalty, and relationship strategies.