Geomarketing as a strategic tool for the expansion of the supermarkets and minimarkets sector in catolé Do Rocha- Brazil

The growing competition in the market and the ease of access and availability of data has popularized the GIS - Geographic Information System. Researchers have sought to integrate data from different sources and new methods have been developed to carry out advanced spatial analyses, whose results help in the decision making of retail organizations. This research used the information generated by the spatial analysis to provide support and assistance for the implementation of supermarket and mini-market marketing strategies based on geographic and demographic variables in the Municipality of Catolé do Rocha, Paraíba, Brazil. From a set of data on road transport, location of competitors and sociodemographic data, scenarios were created using Fuzzy logic and AHP in a GIS environment, applying IDW interpolation (Inverse Distance to Square) to spatialize the demographic data. The analysis of all the integrated spatial data made it possible to locate the areas with the greatest potential for the location of new mini-markets and supermarkets, considering the greater flow of potential consumers and far from the main competitors.