Impactos da layoutização de marcas e produtos na gôndola na decisão de compra do consumidor de desodorantes

Abstract

The companies have been struggling to gain customer preference. Merchandising techniques, that are marketing activities directed to point of sale, have gained prominence, since it’s there that happens the conversion of intent in purchase. Promotions, differentiated or extra exhibitions and planned layout of the brands on the shelves it has been one of the most used tools in the battle for consumer conquest. Therefore, this paper is meant to examine the effects of layout brands on the shelf of deodorants cause in the consumer’s purchasing decision. To develop the theme, a qualitative survey was applied in two supermarkets in Fortaleza, investigating whether the participation of brands and how they were distributed in the shelves affected somehow the ultimate choice of the customers. The survey data were collected through observation and application of semi-open interviews with supermarket customers and professionals who work with merchandising in these supermarkets. The research has shown that the arrangement of brands on the shelves follows a schedule established between retailer and supplier industry and the most sensitive consumers at prices were the most suffered influence of it, especially in relation to the perception of the amount of existing brands. It was also noticed that the brands with the greatest share within the category were the ones that had better sales performance.