A influência do merchandising na decisão de compra de universitários em um município de pequeno porte.

Abstract

With the advancement of technology nowadays, information and techniques developed are quickly outdated. In order to maintain customer loyalty and attract new customers, the entrepreneur should always be updating and innovating in their field of work. In the food sector, these entrepreneurs are creating techniques to attract customers, which can be through a promotion, a color that highlights the product, an important nutritional information that the product contains, among others, creating this way a differential in its establishment. So, this study aimed to identify witch merchandising techniques used by local merchants have greater influence on university purchasing decision. So, this study aimed to identify techniques and merchandising influences in the buying decision of universitary in the city of Cuité. The methodology classified this job as a descriptive, cross-sectional retrospective, applying a structured questionnaire in a finite population and data were collected in IBM SPSS statistic. By the results obtained in the data, it was possible to observe that the price has greater influence and that the most consumed products are low in nutrients. Despite the various techniques used, the one who is reaching your goal is price. The little importance given to the nutritional value leads to a reflection of what could be done to reverse this situation.