A influência do merchandising no processo de decisão de compra de produtos para pets

Abstract

The pet market is constantly growing in recent years, one of the factors that justify this phenomenon is the fact that people are increasingly humanizing their pets, that is, treating them as a member of the family. Considering this, it is interesting for the advertising area to know more about this consumer and his behavior, especially at the point of sale, where in fact most of the purchases occur. Therefore, this work has as specific objectives: to define what is merchandising and to analyze how its techniques are used in points of sale aimed at the pet market; understand the behavior of the buyer of pet products at the point of sale; understand how advertising, exploring merchandising techniques can be more assertive at the point of sale. In order to meet these objectives, this research brings a bibliographic review on the themes: merchandising and its strategies, consumer buying behavior and the pet market. This is a study with a qualitative and quantitative approach that had as research procedures the observation of three establishments focused on the commercialization of pet products from Serra Gaúcha, in addition to in-depth interviews with their owners and a survey research applied to buyers of pet products. With these surveys, it was possible to analyze how the merchandising strategies used at the point of sale influence consumers' purchase decisions (sic).