Os efeitos do visual merchandising no comportamento de compra dos consumidores: estudo aplicado em ponto de venda de roupas íntimas na feira de São Bento – Cascavel/CE.

Abstract

With customers increasingly demanding to shop, traders are increasingly looking for strategies to stay competitive in the marketplace. Thus, we sought at the São Bento Fair in Cascavel-CE a point of sale for lingerie for experiment application, seeking to verify the effects of visual merchandising on consumer buying behavior. The chosen scenario is conducive to study, due to the richness of detail, the great movement in local commerce and the fact that the fair is one of the major job generators in the city. A quantitative research was carried out by measuring sales and observing two Saturdays in August and October 2019. The sales data for the two days of the experiment were measured, compared and interpreted according to the variation of profits. It was initially found that the applications of visual merchandising techniques actually influence consumers' buying behavior by observing the harmonization and organization of the new layout present at the point of sale. Factors such as efficient inventory control and adequate replacement of goods were crucial points in the implementation of the techniques, making it a differential tool for competitive advantage in the market.