A PARTICIPAÇÃO DO MERCHANDISING NO PROCESSO DE COMPRA DOS CONSUMIDORES EM SUPERMERCADOS

AUTOR(ES)

RAQUEL MANZO PRADO FERNANDES

DATA DE PUBLICAÇÃO

2007

RESUMO

The dispute for the consumers preference in the global scenery generated a growing competition. The point of sale started to stand out as a mark media after the professionalization of the Brazilian retail, initiated in the decade of 1980. With that, the point of sale started to demand researches on products, on consumers behavior ando n specific tools on sale. The objective of this work is testing the participation of merchandising materials in the processo f the consumers purchase in supermarkets. For the development of the research, it was chosen the quantitative method through the experimental technique in natural atmosphere, in other words, in supermarkets selected such as Experimental Group and Group of Control. The Experimental Group received merchandising materials during one week and the sales were compared with the Group of Control. It was registered 27,86% of sales increase in the experimental supermarket compared with the supermarket of control. In the comparison with the previous week, there was a fall of 12,62% in the sales of the experimental supermarket. One of the possible explanations for this result is the fall of the consumers purchase power during the research.(AU)

ASSUNTO(S)

marketing (supermercados) merchandising consumidor comunicacao

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