Merchandising: um estudo de lojas do ramo de confecções na cidade de Cajazeiras-PB.

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.