Merchandising no ponto de venda e sua influência sobre o comportamento de compra do consumidor

Abstract

The objective of this monograph was to verify how merchandising strategies in retail influence the shopper's buying behavior based on the evaluation of consumers and employees in the commercial sector. As for the method used, a mixed approach was used, in which interviews were conducted and a Survey was applied via Google Forms, in addition, this study is a descriptive research. The results showed that merchandising generates attractiveness and has a strong impact on consumer purchase involvement and, if applied correctly, with good exposure and, above all, a price in line with the competition, it can result in product conversion. It was also observed that merchandising, in addition to strengthening the relationship between the consumer and the brand, strengthens the relationship within the entire supply chain: supplier, distributor and retailer, as it generates a relationship of partnership and importance, making that they prioritize. Finally, the majority of participants found that there is no 'champion' merchandising strategy - which, if applied, will bring great results. It is necessary for brands to understand the peculiarities of their retail customers and, above all, the consumer profile that frequents the establishment, in order to develop the perfect strategy and achieve the expected results. This study contributed to the literature by highlighting merchandising from the perspective of consumers and, mainly, sales providers who have the strategic knowledge and understanding of the market necessary to succeed in sales.