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Visual merchandising: estudo da influência no prazer de compra e na compra por impulso
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Orientador(es)
Resumo(s)
Os consumidores estão cada vez mais exigentes e difíceis de conquistar devido à elevada competitividade entre marcas, à multiplicidade de alternativas de escolha e ao elevado número de produtos muito semelhantes entre si. Neste contexto, torna-se imperativo repensar as estratégias de marketing das empresas, tirando partido do visual merchandising, para que os empresários possam conduzir de forma mais eficaz os seus esforços na promoção dos produtos, atraindo o consumidor durante o ato de compra e despertando o impulso de compra. O objetivo deste estudo é identificar quais os instrumentos de visual merchandising que têm maior impacto no prazer de compra e no comportamento de compra por impulso. Os resultados mostraram que o layout da loja é o fator que tem maior influência no comportamento de compra por impulso e no prazer de compra, seguido da exposição/prateleira dos produtos e do manequim. Verificou-se também que o prazer de comprar influencia significativa e positivamente a compra por impulso.
ABSTRACT: Consumers are increasingly demanding and difficult to conquer due to the high competitiveness between brands, the multiplicity of alternatives to choose from and the high number of very similar products. In this context, it becomes imperative to rethink the marketing strategies of companies, taking advantage of the use of visual merchandising so that entrepreneurs can more effectively conduct their efforts in promoting products, attracting the consumer during the purchase act, when the impulse to buy arouses. The objective of this study is to identify which visual merchandising instruments have the greatest impact on shopping pleasure and impulse buying behavior. The results showed that the store layout is the factor that has the greatest influence on impulse buying behavior and purchase pleasure, followed by the product display/shelves and mannequin. It was also found that shopping pleasure significantly and positively influences impulse buying.
ABSTRACT: Consumers are increasingly demanding and difficult to conquer due to the high competitiveness between brands, the multiplicity of alternatives to choose from and the high number of very similar products. In this context, it becomes imperative to rethink the marketing strategies of companies, taking advantage of the use of visual merchandising so that entrepreneurs can more effectively conduct their efforts in promoting products, attracting the consumer during the purchase act, when the impulse to buy arouses. The objective of this study is to identify which visual merchandising instruments have the greatest impact on shopping pleasure and impulse buying behavior. The results showed that the store layout is the factor that has the greatest influence on impulse buying behavior and purchase pleasure, followed by the product display/shelves and mannequin. It was also found that shopping pleasure significantly and positively influences impulse buying.
Descrição
Palavras-chave
Visual merchandising Prazer de compra Compra por impulso Shopping pleasure Impulsive buying behaviour
Contexto Educativo
Citação
MOREIRA, Jacinta ; JORGE, Liliana (2024) - Visual merchandising : estudo da influência no prazer de compra e na compra por impulso. GESTIN. eISSN 2975-8807. Ano 23, nº 27-28, p. 77-102. DOI: 10.53681/rg2mqh92
Editora
IPCB. ESG