Desenvolvimento de uma proposta de um mercado em condomínio no município de Lajeado/RS

Abstract

This study addresses the marketing and economic-financial options for establishing a DiBento Supermarket in a residential condominium located in the municipality of Lajeado/RS. The research sought to analyze the potential convenience of the venture, considering the needs, purchasing habits, and expectations of consumers regarding a convenience market located in a condominium environment. Furthermore, we aimed to understand the trends in the supermarket sector and the opportunities related to the growth of this business model. The research was developed through a literature review on entrepreneurship, the supermarket sector, and convenience stores in residential condominiums, complemented by quantitative and descriptive marketing research. Data were collected through a non-probabilistic convenience sample involving residents and potential consumers, with the aim of identifying the target audience profile and evaluating the receptiveness to the venture. The results demonstrated the existence of demand and growth potential for the DiBento Supermarket, highlighting convenience, practicality, and proximity as relevant factors in consumers' purchasing decisions. It was also found that the venture presents favorable market and economic-financial viability conditions, contributing to the decision-making process regarding its implementation.It is concluded that the residential condominium market model represents a promising alternative, aligned with current consumption trends and the needs of residents, offering benefits both for consumers and for the development of the project. [resumo fornecido pelo autor]