Lógicas que orientam a compra e venda de produtos alimentares entre um grupo de clientes e vendedores no bairro Nkobe, na Matola

Abstract

This paper analyses the logics that guide the buying and selling of food products among a group of clients and sellers in the Nkobe neighbourhood in Matola. From the literature consulted I identified The first one focuses on marketing communication and the second one argues that the acquisition or purchase of which argues that the acquisition or purchase of products is regulated by culture. These perspectives marketing as a strategy of persuasion and customer loyalty and the acquisition of The second perspective argues that the acquisition or purchase of products is regulated by culture. However, it remains to be understood the logics that guide the purchase and sale of food products in everyday life. In view of the limitations encountered, I conducted an ethnographic research on the logics that guide the the buying and selling of food products among a group of customers and sellers in the Nkobe in Matola, and from the data collected I realised that aspects such as familiarity, trust price, product quality, automatic scales and loans through the signature of a debt booklet influence the choice of of debts influence the choice of places to purchase products, the conquest and loyalty of customers. of customers. Unlike studies that analyse the acquisition of products as a result of social relations and In this context, it is important to highlight the importance of the relationship between the the brands marketed, persuade and build customer loyalty, in this study I show that aspects such as aspects such as familiarity, trust, price, product quality, automatic scales and loan are triggered by customers to choose purchase sites and by salespeople to win over and build loyalty among the former.

(TRADUÇAO NOSSA)