Impacto da pandemia nas vendas de varejo: um estudo de caso na loja Zandoná Sports

Abstract

The coronavirus pandemic, also known as Covid-19, caused enormous damage to thousands of companies, mainly affecting the retail trade, generating unemployment and great losses to the economy. Therefore, the general objective of this study is to analyze the sales performance of the Zandoná Sports store, during the Covid-19 pandemic. The specific objectives are to characterize the store, analyze the pandemic's strengths and weaknesses and propose improvement suggestions for the company. Thus, the study is classified as an exploratory and descriptive research, its approach is qualitative and quantitative. The technical procedures are classified as bibliographic, documental, case study and survey. As for the data collection instrument, an interview was carried out with the owner, then a questionnaire was applied to the customers, containing 24 questions, being closed, open and of multiple choice. In this perspective, the results showed that the profile of customers is mixed, they are both men and women, most are aged between 31 and 40 years, the level of education is divided into complete high school and incomplete higher education, earning 1 at 3 minimum wages and live with 3 people. When it comes to the company's strengths and weaknesses, the strengths are the service, quality and brands, while the weaknesses stand out in relation to the store's marketing, accessories, promotions and disclosures on social networks. Still, it is noteworthy that the store was negatively affected by its sales due to the pandemic, but efforts are made to remain active in the market.