O Impacto dos Ambientes Promocionais em Montras na Estratégia Comercial de um Ponto de Venda e no Comportamento do Consumidor
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Data
2013
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Resumo
O comércio a retalho tem sido alvo de mudanças devido à crescente importância do consumidor no mercado e, por isso, um ponto de venda bem sucedido é aquele que possui uma imagem distinta e consistente na mente deste, potenciando os produtos e os serviços oferecidos. Neste contexto, o visual merchandising, um componente do marketing no ponto de venda, permite a potenciação da imagem do retalhista através do desenvolvimento de uma atmosfera de compra que envolve o consumidor desde a entrada do espaço comercial.
Considerada o “cartão de visita” do ponto de venda, a montra é uma importante ferramenta de
comunicação que tem como principal objetivo exercer influência no potencial cliente com base no poder
de sedução dos seus ambientes promocionais.
Esta investigação tem por base o estudo de caso da Rua de Santa Catarina, no Porto, caracterizada
pelo enfileiramento de montras em toda a sua extensão e pelo ambiente muito característico que a envolve, procurando averiguar a influência que os ambientes promocionais nas montras dos espaços comerciais desta
rua têm nas opções de consumo e como resultado das estratégias comerciais desses pontos de venda.
Retail trade has been subjected to changes due to the increasing importance of the consumer in the market and therefore a successful selling point is one that has a clear and consistent image in his/her mind, highlighting the products and services offered. In this context, visual merchandising, a component of marketing at the point of sale, allows the potentiation of retailer image developing an atmosphere that surrounds the consumer since the entrance of the commercial space. Considered the “business card” of the point of sale, the window’s display is an important promotion tool that has as main objective to influence the potential customer based on the seductive power of its promotional environments. This research is based on the case study of Rua de Santa Catarina, in Oporto, which is characterized by queuing storefronts throughout its length and its very characteristic surrounding environment, and it tries to determine the influence that promotional environment in windows’ displays commercial spaces on this street have on consumer choices and as a result of these marketing strategies of these points of sale.
Retail trade has been subjected to changes due to the increasing importance of the consumer in the market and therefore a successful selling point is one that has a clear and consistent image in his/her mind, highlighting the products and services offered. In this context, visual merchandising, a component of marketing at the point of sale, allows the potentiation of retailer image developing an atmosphere that surrounds the consumer since the entrance of the commercial space. Considered the “business card” of the point of sale, the window’s display is an important promotion tool that has as main objective to influence the potential customer based on the seductive power of its promotional environments. This research is based on the case study of Rua de Santa Catarina, in Oporto, which is characterized by queuing storefronts throughout its length and its very characteristic surrounding environment, and it tries to determine the influence that promotional environment in windows’ displays commercial spaces on this street have on consumer choices and as a result of these marketing strategies of these points of sale.
Descrição
Orientação: Jorge Bacelar ; co-orientação: Pedro Figueiredo
Palavras-chave
ESTUDOS DE CASO, CASE STUDIES, MARKETING, COMÉRCIO, COMMERCE, PORTO, OPORTO, PORTUGAL, PORTUGAL, MESTRADO EM MARKETING E PUBLICIDADE, MARKETING, COMUNICAÇÃO, COMMUNICATION, COMPORTAMENTO DOS CONSUMIDORES, CONSUMER BEHAVIOUR, MERCHANDISING, MERCHANDISING, PROMOÇÕES COMERCIAIS, SALES PROMOTION