Influência do visual merchandising na atitude do consumidor do varejo de moda

Abstract

Retail has been undergoing significant transformations in recent years, such as the incessant search for innovation, technology increasingly linked, the interaction between channels and the consumer as the main catalyst of all of them. Current retail consumer perspectives, increasingly instigated by satisfactory experiences offered by online channels, do not exclude the physical store, which more than ever must seek to transcend the operation and provide experiences equally capable of surprising consumer positively. As the experiences are the result of experiences in a given context, the environment emerges as one of the main assets related to the formation of attitudes towards the physical store and, consequently, the consumer behavior, exalting the use of Visual Merchandising as an important tool in the enhancement of the retail store shopping experience. Thus, the present study sought to analyze how the use or not of Visual Merchandising techniques in the physical configuration of a store influences consumer attitudes, focusing on small fashion retail, due to the scarcity of investigations in this area. The exploratory-descriptive research was based on a multiple case study in which the consumer attitudes of a shopping mall in the city of Fortaleza were analyzed in relation to the aspects of the shop windows and the internal layouts of two stores in the segment of Feminine fashion. The information were collected through interviews with 20 store consumers and the results showed that the store's physical environment using Visual Merchandising techniques positively influences the attitudes towards the store, reflecting the behavior of attraction, permanence, purchase , return and indication of the store, while the physical environment that does not use techniques of Visual Merchandising can influence the formation of negative attitudes towards the store, motivating behaviors as the distance.