Merchandising no ponto de venda: um estudo no mercado de absorventes femininos

Abstract

Attract the customer's attention and arouse the interest of the consumer to a product became targets for many industries and retailers, and so they have been investing aggressively in marketing actions at the point of sale, place that has turned into a battlefield and where each space is played aggressively, as they convert the interest in the product in actual purchase it is decided, generally, within the point of sale. So, merchandising gains importance in this market, because this tool serves to highlight the product, enchant, engage and induce customers to act as the organization wants. Another important observation in this scenario is the attention that is being given to small retailers, since negotiations with the major supermarket chains require high investments for the industry to be within the point of sale, so the suppliers are directing investments in these small shops which are quite promising. This study aims to investigate the effects of merchandising on sales. For it was made use of bibliographic, documentary and experimental research characterized as multiple case study, having performed an experiment in two small retailers based on the application of a merchandising material in the category of sanitary napkin, with the objective of highlight a specific brand of absorbent and measuring a variation in sales volume this brand. The sales data were collected from small markets, and comparisons were made to prior periods to ascertain the changes in sales. The results were different for each store that served as the basis for the conclusions of the work. The objectives set for this study were obtained, noting that if no major changes in factors that buyers are very sensitive, like price, the merchandising actions may contribute to an increase in sales of the highlighted product.