MERCHANDISING NO PONTO-DE-VENDA SOB A ÓTICA DO CLIENTE

Abstract

The topic covered in this monograph was merchandising at point of sale and through this study, we sought answers to the following question: What are the tools of merchandising at point of sale that most influence the purchasing decisions of consumers? The aim of this study was to determine what are the tools of merchandising at point of sale that most influence the purchasing decisions of consumers and specific objectives were outlined: - Identify the merchandising helps in the process of consumer buying decision, through literature searches, - up with customers, which considers most important tool at the point of sale to lure him and thus boost their grocery shopping. The study on the said topic was justified as amerchandising point of sale as a tool to attract customers is a matter of great importance both in the business and in academia. The choice of the supermarket, in a study, he justified himself by being featured in relation to their growth in physical size and product mix. It was concluded that the act of buying is related to sensory and emotional factors, therefore, in order to stimulate the purchase, you must use the techniques of merchandising at point of sale. Thus the actions of merchandising become one of the most important marketing toolsto attract customers.