Compras por impulso e as técnicas de merchandising no ponto de venda: o caso de um supermercado em Cerro Largo/RS

Abstract

The merchandising refers to promotional techniques or materials used at the point of sale, with the aim of making the store environment more harmonious, displaying the products in an appropriate and striking way, increasing visibility and, consequently, the turnover of goods. Thus, merchandising techniques, if used correctly, play a prominent role in sales results, offering a competitive advantage to companies, as they help to awaken the desire for consumption in customers, making them carry out impulse purchases. In other words, buy items that were not planned before entering the point of sale. Therefore, this work aims to analyze the merchandising techniques that can influence consumers to make impulse purchases in a supermarket in Cerro Largo/RS. For this, a descriptive research was carried out, with a quantitative approach, using primary data, which were collected through the application of a structured questionnaire, in July 2021, for a sample of 44 consumers of a supermarket, located in city of Cerro Largo. After collection, the data were analyzed quantitatively with the help of the Microsoft® Office Excel 2016 software. The results show that the profile of consumers who shop beyond what was planned in the supermarket studied is mostly women, young people aged between 18 and 38 years, complete higher education, and monthly family income between 2 and 4 minimum wages. They always shop at this supermarket, from weekly visits, without a companion. In addition, most consumers (68%) do not prepare a shopping list, spend 11 to 30 minutes to make their purchases and usually pay for them in cash. The products most purchased on impulse were chocolate, French bread, biscuits, soft drinks, candy, chewing gum, broccoli, bananas, beer and wine. As for the merchandising techniques that led supermarket consumers to buy on impulse, the way the product was displayed on the shelf is the most influential technique, followed by the promotional discount action, location of the most needed sectors at the end of the supermarket, display of products at the end of the gondola and promotional signs. Thus, it is concluded that, in general, merchandising techniques have been influencing impulse purchases by these consumers. Making it interesting to study and research more often on this subject.