Influência do merchandising na decisão de compra do consumidor no supermercado Messias Peixoto, localizado no shopping peixoto em Itabaiana SE.

Abstract

This study aimed to analyze the influence of merchandising on the consumer purchase decision in a supermarket in the city of Itabaiana / SE. To this end, a quantitative, exploratory and descriptive research was carried out using a questionnaire, based on a five-point Likert scale to 54 customers at the Messias Peixoto supermarket. Data analysis was performed using techniques of descriptive statistics and graphs prepared from an Excel spreadsheet. In priciple, the sociodemographic characteristics of the respondents were described, which showed that the majority of the survey respondents were composed of women, and that the majority were in the 26 to 35 age group; it also showed that most of the respondents were married, as well as having a higher education level for a large part, it also allowed to realize that among the respondents a good part were civil servants; and that the vast majority had two children; as well as to observe that the majority of the participants had an income of up to two minimum wages. Then, the questionnaire addressed questions about product exposure, signage at the point of sale, sensory stimuli, merchandising techniques, visual merchandising, integrated marketing communication and consumer buying behavior. With this procedure, it was possible to identify that the use of merchandising by the supermarket generates behaviors and actions that influence the consumer's purchase decision.