Identificação das ações de merchandising sobre as compras não planejadas

Abstract

Buying beyond planned has become a habit, and the justifications for this decision vary, as do the techniques used to influence these unplanned purchases. Based on the premise of impulse buying influencers, this work proposes to identify the Merchandising strategies used by Supermarket X and to investigate the impacts that these techniques applied in the POS cause in the consumer purchase process to generate differences between the initial purchase intention and the purchase actually made. For this, a questionnaire was applied to the clients in the exit of their purchases, resulting in a total sample of 300 (three hundred) volunteers who made purchases of up to 20 (twenty) items, motivated by the analysis of the impact of the techniques as a function of the reduced time . Next, the merchandising techniques used by the supermarket to compare their influence on purchases were analyzed through observation.The results of this research in what is said about the buying behavior by demographic categories and in the relation of items purchased without prior planning with more frequency, are similar to those obtained in 2015 by the Serviço de Proteção ao Crédito (SPC Brasil) and by the Confederação Nacional dos Dirigentes Logistas (CNDL). While the other strategies of greater relevance in the result of the unplanned purchases were divided among visual communication, environmental conditions, layout and product mix.