FERNADES, I. C. M.; http://lattes.cnpq.br/4423068563743708; FERNANDES, Italo César Mendes.
Abstract:
With the fierce competition and difficult to stand out from competitors in the
disputed follow-up clothing, merchandising has become a form of branch companies
differentiate themselves on the competing market. In the current business
environment is essential to win customers from the point of sale, however this
achievement is still a challenge for organizations in this context the merchandising,
once used strategically, is the difference in selling and promoting a product. This
work has as main objective to study the link on the POS merchandising in clothing
stores in the city of cajazeiras.-PB. In this research, a quantitative approach was
used and applied the questionnaire with the heads of companies. The results indicate
that companies seek to have an entire care to keep well-organized store, using
merchandising techniques without even knowing the meaning of it. As compared to
layout planning, 67.50% of those responsible for the companies interviewed said they
work with this tool and 32.50% do not work, another important result is about whether
the space between the shelves provides good visibility of the goods . 62.5% agree,
27.5% strongly agree and 10% disagree. Generally it is concluded that the shops use
merchandising strategies, as neat display case and a good display of goods at the
POS, to attract and influence the purchasing decisions of consumers, always seeking
to adapt the tools the needs of shops and market.