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O impacto do visual merchandising no comportamento de compra por impulso do consumidor nos centros outlet em Portugal
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Resumo(s)
Perante uma concorrência crescente e consumidores mais exigentes, oferecer produtos ou serviços de qualidade e a preços competitivos não são requisitos suficientes. É necessário, além de satisfazer as necessidades dos consumidores, proporcionar experiências de compra únicas. Tendo em conta que a diferenciação da concorrência é uma exigência atual para as marcas, existem algumas técnicas que podem criar desejos de compra imediata no consumidor, e é neste sentido que surge o Visual Merchandising. O propósito da presente investigação é estudar o impacto do Visual Merchandising no comportamento de compra por impulso do consumidor Outlet em Portugal, incidindo sobre os dois principais Centros Outlet do país, o Freeport Lisboa Fashion Outlet e o Vila do Conde Porto Fashion Outlet. Trata-se de um estudo de natureza explanatória, cujo objetivo passa por testar a relação entre as variáveis independentes respeitantes aos elementos do Visual Merchandising e a variável dependente: compra por impulso.
Os resultados obtidos indicam que apenas o aroma e o layout têm impacto no comportamento de compra por impulso do consumidor, ao contrário da montra, iluminação, música, temperatura e sinalização que não apresentaram significância estatística. Relativamente à tendência de compra por impulso em si, foi possível concluir que esta é influenciada pela idade, sendo que quanto maior for a idade do consumidor menor a sua tendência, mas não pelo sexo.
Faced with an increasingly competitive market and more demanding consumers, offering quality products and services at competitive prices is not enough to attract customers. It has become necessary to both satisfy your costumer's needs and offer a unique buying experience. Given that competing through brand differentiation is a current requirement for some companies, there are some techniques that can create immediate consumer desires. It is in this sense that Visual Merchandising appears. Thus, the purpose of the research is to study the impact of Visual Merchandising on impulse buying behavior of the consumer, focusing on the two main outlet centers in Portugal, Freeport Lisboa Fashion Outlet and Vila do Conde Porto Fashion Outlet. This is an explanatory study, whose objective is to test the relationship between the independent variables that are related to the components that comprise Visual Merchandising and the dependent variable: impulse purchase behavior. The results indicate that only scent and layout have an impact on the consumer impulse buying behavior, in opposite to window display, lighting, music, temperature and signaling that didn't present a statistical significance. Regarding the impulse buying trend itself, it was possible to conclude that it is influenced by age, being that the higher the age of the consumer, the lower its trend to buying impulsively, but it's not influenced by consumer's gender.
Faced with an increasingly competitive market and more demanding consumers, offering quality products and services at competitive prices is not enough to attract customers. It has become necessary to both satisfy your costumer's needs and offer a unique buying experience. Given that competing through brand differentiation is a current requirement for some companies, there are some techniques that can create immediate consumer desires. It is in this sense that Visual Merchandising appears. Thus, the purpose of the research is to study the impact of Visual Merchandising on impulse buying behavior of the consumer, focusing on the two main outlet centers in Portugal, Freeport Lisboa Fashion Outlet and Vila do Conde Porto Fashion Outlet. This is an explanatory study, whose objective is to test the relationship between the independent variables that are related to the components that comprise Visual Merchandising and the dependent variable: impulse purchase behavior. The results indicate that only scent and layout have an impact on the consumer impulse buying behavior, in opposite to window display, lighting, music, temperature and signaling that didn't present a statistical significance. Regarding the impulse buying trend itself, it was possible to conclude that it is influenced by age, being that the higher the age of the consumer, the lower its trend to buying impulsively, but it's not influenced by consumer's gender.
Descrição
Mestrado em Marketing
Palavras-chave
Comportamento do consumidor Comportamento de compra por impulso Centros Comerciais Outlet Ambiente de loja Visual Merchandising Consumer behaviour Impulsive buying behaviour Outlet centres Store environment
Contexto Educativo
Citação
Grasina, Inês Sofia Simplício (2018). "O impacto do visual merchandising no comportamento de compra por impulso do consumidor nos centros outlet em Portugal". Dissertação de Mestrado, Universidade de Lisboa. Instituto Superior de Economia e Gestão.
Editora
Instituto Superior de Economia e Gestão