Diferenciando um produto no PDV usando técnicas de merchandising

Abstract

From an analysis of secondary data, a scenario of high competitiveness in the retail segment of furniture and household appliances was identified. As a consequence, there were constant price fights, a practice that is not seen positively by market players, due to the impacts on the product margins, interfering with the liquidity of the business. The present study aims to discuss possibilities of making this segment more profitable, through the application of techniques of visual merchandising and management of price expectation. To this end, he praised the exploration of the science of consumer behavior, in order to identify opportunities in human subjectivity. The consequences of commoditization and high competitiveness in the segment studied were presented, as well as the respective opportunities. These have been observed through good communication regarding products and promotions. The form found, through research, was to ascertain the possible contributions of psychology and psychodynamics of colors and their implications in the emotional and reactional processes of individuals. In the same way, the effects and the appropriate way of applying the psychological prices were analyzed, which are the conditions and requirements. In addition, it was investigated the contributions of science of neurolinguistic programming, through its anchoring tool, where in parallel the level of adherence of the target public of the research to several types of mental triggers was observed, among them the triggers of scarcity, urgency , social proof, why is it new.