A influência do visual do merchandising na intenção de compra de consumidores na loja Lilary Joias

Abstract

This study aimed to analyze how Visual Merchandising techniques can influence consumers' purchase intentions at the Lilary Joias store. To this end, a quantitative, descriptiveresearchwas conducted using the survey research method. The questionnaires were appliedtothestore's customers, resulting in a sample of 142 respondents. Data analysis was developedthrough descriptive statistics and non-parametric tests, such as Spearman's correlation, Mann-Whitney U and Kruskal Wallis ANOVA. The results indicated that a better perceptionofthestore atmosphere, interior and exterior design, as well as the store layout are relatedtoagreater purchase intention. Thus, it was possible to identify that the Visual Merchandisingtechniques analyzed are positive in the customer's perception of the Lilary Joias store. Themain contribution of this research to the company studied was to identify which techniquesareviable for the company and mainly the influence of Visual Merchandising on its customers' purchase intentions. This will make it possible to develop strategies to attract more customersand improve the experience in the store environment.