Impacto da variedade na satisfação e fidelização de clientes: um estudo de caso na panificadora Marocas

Abstract

Today, the food retail market is highly competitive and rapidly changing, with bakeries constantly facing the challenge of meeting growing consumer demands and desires. This study aims to analyze how product variety influences customer satisfaction and loyalty at Panificadora Marocas, located in the southern part of Teresina, Piauí. Considering the competitive landscape of the bakery sector and the constant change in consumer habits, the following question arose: how does product diversification impact customer satisfaction and loyalty in a bakery? A qualitative case study with descriptive objectives was also conducted, using interviews with customers and the owner of the establishment. The research identified that the product categories most valued by consumers are savory snacks, breads, and snacks, and that the perception of variety is directly linked to customer satisfaction. Most participants demonstrated high levels of satisfaction, which was also reflected in loyalty behaviors, such as frequency of return and referrals. Furthermore, it was observed that product mix management must consider both attractiveness and profitability for diversification to generate sustainable results. The analyzed data show that active consumer listening, combined with strategic portfolio management, is essential to maintain competitiveness and growth in the bakery sector. The study also offers academic contributions by exploring the relationship between consumer behavior and product management in micro and small food businesses.