VISUAL MERCHANDISING: STUDY OF INFLUENCE ON SHOPPING PLEASURE AND IMPULSE BUYING

Abstract

Consumers are increasingly demanding and difficult to conquer due to the high competitiveness between brands, the multiplicity of alternatives to choose from and the high number of very similar products. In this context, it becomes imperative to rethink the marketing strategies of companies, taking advantage of the use of visual merchandising so that entrepreneurs can more effectively conduct their efforts in promoting products, attracting the consumer during the purchase act, when the impulse to buy arouses. The objective of this study is to identify which visual merchandising instruments have the greatest impact on shopping pleasure and impulse buying behavior. The results showed that the store layout is the factor that has the greatest influence on impulse buying behavior and purchase pleasure, followed by the product display/shelves and mannequin. It was also found that shopping pleasure significantly and positively influences impulse buying.