Diagnóstico do segmento empresarial envasado de gás liquefeito de petróleo (GLP) da região central de Aracaju através de pesquisa de mercado

Abstract

Liquefied petroleum gas (LPG) is a product present in virtually all homes and businesses. Because it is a product with low differentiation between the different brands, it is essential for a company to know customer requirements to seek a competitive advantage. This study aims to provide data and information on the bottled LPG enterprise market, ie companies that buy gas canisters for personal consumption in the central region of Aracaju-SE. It was possible to obtain the market share of different brands, highlighting the Ultragaz and National Gas leaders with 30% Market share each, followed by SHV, Liquigas, customers who buy from different brands and Copagaz with 17%, 13% , 7% and 3%, respectively. Regarding consumer expectations, stood out as the most important requirements fast delivery of the product and its price. Finally, it is analyzed through the marketing mix (4Ps) the strategy adopted by each distributor for sales in the region under study and found that the constant presence in the downtown streets and brand enhancement are factors that represent differential for success in this channel.