RESUMOEste artigo tem como objetivo esclarecer a razão do grande uso das estratégias de marketing por empresas de crédito, identificando as mais frequentes e bem sucedidas estratégias, proporcionando a análise quanto à influência que exercem. A pesquisa caminhou no sentido de responder quais seriam as estratégias de marketing mais utilizadas por empresas concedentes de crédito direto ao consumidor, quem são seus principais clientes e qual é o feedback fornecido por estes? E como objetivos específicos: identificar as principais estratégias de marketing utilizadas pelas empresas do varejo de crédito presentes na região pesquisada, levantar o perfil dos clientes deste tipo de operação de crédito, e compreender os motivos que levam os clientes a buscarem por este tipo de produto financeiro. Em relação aos fins, aplicou-se o método de estudo de caso, assim como pesquisa exploratória e descritiva. Quanto aos meios, a pesquisa foi de campo mediante a aplicação de questionários in loco. O estudo revelou as principais estratégias de marketing utilizadas por empresas do segmento financeiro varejista de crédito e o perfil dos tomadores. Palavras-Chave: Marketing, Crédito e Estratégias. ABSTRACTThe objective of this research was to clarify the reason for the great use of marketing strategies by credit companies, identifying the most frequent and successful strategies, providing the analysis as to the influence they exert. The research sought to answer which marketing strategies are most used by credit granting companies, who are their main customers and what is the feedback provided by them? The specific objectives were to identify the main marketing strategies used by the retail credit companies located in the region surveyed, to investigate the profile of clients of this type of credit operation, and to understand the reasons that lead customers to search for this type of financial product. Regarding the purposes, the case study method was applied, as well as exploratory and descriptive research. As for the means, the research was fieldwork through the application of questionnaires in loco. The study revealed the main marketing strategies used by retail credit companies and the profile of customers.
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