A pesquisa teve o como objetivo entender como as lojas de luxo pretendem seduzir suas clientes mulheres no ambiente de compra através do uso de artifícios de visual merchandising. Foi realizada uma pesquisa teórica e empírica para avaliar a questão, com o shopping JK Iguatemi como estudo de caso. Nele, cinco lojas foram analisadas mais a fundo. Verificou - se que as lojas usam basicamente os mesmos artifícios nos pontos de venda, o que possibilita concluir quais os sentidos humanos são mais estimulados dentro das lojas de luxo / The research aimed to understand how luxury stores intend to seduce their female shoppers in the buying environment through the use of visual merchandising tools. A theoretical and empirical research was conducted to evaluate the issue, with JK Iguatemi Mallas a case of study. There five stores were analyzed further. Is was found that the stores use basically the same tools at the points of sale, which makes it possible to conclude which human senses are most stimulated within the luxury stores

Comunicação e consumo. Design e ponto de venda. O consumo é uma das expressões dinâmicas da sociedade moderna, passou a determinar as relações de produção, acumulação econômica e as relações sociais. O ponto de venda se transformou na configuração do consumo, em função da abundância de novidades no mercado e da contínua re-significação que os objetos são submetidos constantemente. Esta dissertação busca identificar e conhecer, enfocando uma base interpretativa do posicionamento teórico, alguns mecanismos e elementos determinantes que fazem funcionar as engrenagens do consumo no ponto de venda. O problema de estudo se situa na análise teórica de alguns aspectos sociais, mercadológicos e comunicacionais, focando-se no design, no sistema de consumo da sociedade contemporânea, trazendo à luz estudos da Escola de Frankfurt sobre a cultura do consumo. Enfocando os conceitos da comunicação visual nos pontos de venda, subsidiados e permeados pelo levantamento bibliográfico dos campos das Ciências Sociais, Mercadológicas, Design e da Psicologia Cognitiva, apontar-se-á as influências dos elementos estéticos de comunicação sobre o comportamento do consumidor frente ao ponto de venda, servindo como base para reflexão e análise de estudos futuros nas áreas de Comunicação, Marketing e Design. / Communication and consumption. Design and sales point. The consumption has been one of the dynamics expressions of modern society; it has become to define the production relations, economic accumulation and the socials relations. The sales point has become in the configuration of the consumption provide by the great quantity of news in the market and by the continual new signification that the objects are submitted. This research searches to identify and know, focusing the interpretative base of academic view, some tools and issues that make it runs the gear of consumption of the sales point. The study problem is in academic analysis of the social features, marketing and communications, focusing in the design, consumption system of the contemporary society, bringing up to us the studies of the Frankfurt School about the consumption culture. Focusing the concepts of the visual communications in the sales point, subsidize and permeate by the bibliographic of the science social fields, marketing, design and cognitive psychology, will be indicated the influences from the elements aesthetic of communication above the consumer behavior on the sales point, this will be the bases about to reflection and analysis for new researches on the areas of Communication Marketing and Design.

Second hand-handeln i Sverige växer allt mer och antalet aktörer inom marknaden ökar. Konsumenter sätter allt större krav på hur företag framställer sina produkter och designar sina butiker. Konventionell handel skiljer sig åt från second hand-handeln då strategier inom visual merchandising följs mer noggrant. Fast-fashion utgår ifrån att företag producerar nya plagg snabbt och billigt där företagens hållbarhetsaspekter ifrågasätts allt mer. Second hand är ett mer miljövänligt konsumtionsalternativ där begagnade varor säljs. Visual merchandising används inom konventionell handel genom att på olika sätt skapa en bra butiksmiljö som är eftertraktad hos konsumenterna. Företags värderingar och budskap förmedlas genom användandet av visual merchandising och detta hjälper företag att differentiera sig mot andra företag. En kvalitativ studie har genomförts med semistrukturerade intervjuer av sex kunder och två butiksanställda från butiken Veras samt en observation av butiken. Studiens syfte har varit att undersöka vilken roll visual merchandising spelar inom second hand-butiker. För att kunna besvara studiens syfte har ett teoretiskt ramverk formulerats genom litteratursökning inom området visual merchandising. Dessa teorier har legat till grund för de frågor som ställts till intervjudeltagarna. Kunderna har svarat på frågor om deras generella åsikter inom second hand samt hur de upplever butiken Veras i Borås. Butikspersonalen har svarat på frågor om hur deras butiksdesign ser ut och hur de arbetar med visual merchandising. Av resultaten från intervjumaterialet och observationen har slutsatser dragits om att visual merchandising spelar stor roll för både kunder och företag inom second hand, då kunders butiksupplevelse förhöjs med hjälp av verktyg som visual merchandising. Kunder upplever visual merchandising som viktigt och positivt för att hitta inspiration och för att förhöja deras butiksupplevelse. Det är viktigt att butiker förmedlar butikernas tema och att det stämmer överens med butikens identitet och värderingar. Konkret fönsterskyltning, tydligt förmedlande av butikens sortiment, utnyttjande av strategier inom doft och ljud samt ha en strukturerad strategi inom produktexponering, är de viktigaste områdena inom visual merchandising för second hand-butiker att följa. / Second hand trade in Sweden is growing and the number of players in the market are increasing. Consumers puts higher demand on how companies manufacture their products and design their stores. Conventional trade differs from second hand in that visual merchandising strategies are more closely followed. The fast fashion business model is based on companies producing new garments quickly and cheaply, where companies' sustainability aspects are increasingly questioned. Second hand is a more environmentally friendly consumer alternative where used goods are sold.Visual merchandising is used in conventional trade by creating a good retail environment that is sought after by consumers in various ways. Corporate values and messages are conveyed through the use of visual merchandising and this helps companies differentiate themselves from other companies.A qualitative study was conducted with semi-structured interviews of six customers and two store employees from the Veras store as well as an observation of the store. The purpose of the study was to investigate the role visual merchandising plays in second hand stores. In order to answer the study's purpose, a theoretical framework has been formulated through literature search in the area of visual merchandising. These theories have been the basis for the questions asked to the interview participants. Customers have answered questions about their general opinion on second hand and how they experience the store Veras in Borås. The staff of Veras has answered questions about what their store design looks like and how they work with visual merchandising.From the results of the interview material and the observation, conclusions have been drawn that visual merchandising plays a big role for second hand companies, since customers find it important how a store's environment is perceived. Veras clients are experiencing Veras visual merchandising techniques as positive, since they think it contributes to an inspiring shopping environment and inherence the clients experience. It is important that stores communicate the stores' theme and that it matches the store's identity and values. Concrete window display, clear communication of the store's product assortment, utilization of strategies in fragrance and sound as well as having a structured strategy in product exposure, are the most important areas of visual merchandising for second hand stores to follow.

La presente tesis plantea que el merchandising utilizado en las tiendas de conveniencia de la zona 7 de Lima Metropolitana contribuye positivamente en la satisfacción de los clientes, el ticket de compra y la probabilidad de recompra según 4 tipos de clientes, lo cual se ha comprobado mediante la validación de 4 hipótesis específicas. Luego de haber realizado el análisis se obtuvo que, dichas hipótesis fueron aceptadas. En cuanto a la primera fue aprobada mediante un análisis factorial y se encontraron cuatro tipos de clientes: Premium, visuales, buscadores de ofertas y oportunistas. De la segunda hipótesis se obtuvo que de los shoppers que habían tenido una opinión positiva en cuanto al merchandising, el 90% de ellos estaba de acuerdo con que tuvieron una experiencia de compra agradable. En la tercera hipótesis, mediante un análisis descriptivo de la valoración de las técnicas de merchandising; es decir, que los shoppers hayan notado la presencia de dichas técnicas al momento de su ingreso y recorrido por la tienda, se obtuvo que: el incremento promedio del ticket de compra fue de 52% en clientes Premium, 65% en clientes Visuales, 46% en clientes Buscadores de ofertas y 51% en clientes Oportunistas. Por último, en la cuarta hipótesis se pudo comprobar que los shoppers que habían adquirido alguna oferta en la tienda de conveniencia, regresaban en mayor número de veces en comparación con los shoppers que no adquirían ofertas. / This thesis states that the merchandising used in convenience stores in zone 7 of Metropolitan Lima contributes positively in customer satisfaction, the purchase ticket and the likelihood of repurchase according to 4 types of customers, which has been proven through the validation of 4 specific hypotheses. After having made the analysis, it was found that these hypotheses were accepted. As for the first one, it was approved through a factorial analysis and four types of clients were found: Premium, visuals, offer finders and opportunists. From the second hypothesis, it was found that of the shoppers who had a positive opinion regarding merchandising, 90% of them agreed that they had a pleasant shopping experience. In the third hypothesis, through a descriptive analysis of the valuation of merchandising techniques; that is, that the shoppers had noticed the presence of such techniques at the time of their entry and tour of the store, it was found that: the average increase in the purchase ticket was 52% in Premium clients, 65% in Visual clients, 46 % in customers Search engines and 51% in Opportunistic customers. Finally, in the fourth hypothesis it was found that the shoppers who had purchased some offer in the convenience store, returned in greater number of times compared to the shoppers who did not acquire offers. / Tesis

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Las tiendas de conveniencia surgen como uno de los formatos comerciales emergentes, basados en la aplicación de servicios no ligados al precio y el surtido. La disponibilidad de horario y la cercanía al consumidor, han promovido que un creciente volumen de consumidores acudan a las tiendas de conveniencia para realizar compras por impulso. Es por ello que se realizó un estudio que nos permitió, determinar el perfil del consumidor de las tiendas de conveniencia Listo – Primax de la ciudad de Chiclayo, entre las edades de 18 a 55 años; en el periodo 2014, siendo este, el principal objetivo de nuestra investigación. El proceso a seguir es a través de objetivos que permitieron identificar los factores demográficos, culturales, sociales, psicológicos y conductuales que influyen en el comportamiento del consumidor; para lo cual se utilizó instrumentos de medición, tales como la entrevista y encuesta, con la finalidad de obtener datos más exactos. Después de una ardua investigación la conclusión principal a la que se llegó, fue que existe un conocimiento de forma vaga sobre el consumidor de las tiendas de conveniencia, ya que en la actualidad el comportamiento de consumo ha cambiado, pues se manifiesta exigente y con gran vulnerabilidad, motivo por el cual podría proceder a tener mayor inclinación por la competencia y generar desestabilidad a la empresa.

Fashion companies consistently prove to be the most prolific and successful of the international retailers. Success is attributed to small format size, single brand emphasis and economies of format replication. These factors contain the costs, and risks, of foreign market expansion. Evidence from the British fashion market attests to the aggressive expansion policies of foreign fashion retailers who, in the past decade, have disrupted the competitive equilibrium of the UK market. This study examines the motives, methods and management challenges that foreign fashion retailers face, and adopt, as they establish operations within the UK. Drawing from the wider international business and international retailing literature, seven research propositions direct the first, positivist research stage. Via a mail survey, sent to all foreign fashion retailers with stores in the UK, the study identifies that these are proactive internationalists, drawn to the UK to exploit the opportunities afforded from niche markets and brands with significant consumer appeal. The research also notes specific differences between designer, specialist and general fashion retailers in terms of motivations, entry methods, operating strategies, critical success factors and the problems they encounter. The second phase of the research is interpretivist in nature and examines the actual process of internationalising fashion retail operations within the UK from the perspective of seven case companies. The study concludes that the foreign entrants remain within the British market for reasons of exceptional profitability, reputation and consumer and competitor intelligence. The central contribution of the study resides in the identification and analysis of the facets integral to the actual process of successfully internationalising fashion retail operations; notably the incremental development of effective central and local management structures, the clear demarcation of management decision-making responsibility, and the staged development of product ranging and development, brand positioning and distribution planning policies.

El e-tailing es una nueva manera de compra que cada vez tiene mayor acogida en el cliente, se estima que en el 2021 las compras online representarán el 15.5% de las ventas de retail, debido a ello la mejor manera de contrarrestar la nueva modalidad de compra es a través del concept store debido a la atmósfera agradable que puede brindar el visual merchandising creando en el cliente una experiencia que no podrá vivirla a través de sus compras por internet. La investigación fue realizada a través del método mixto, llevándose a cabo la recolección y el análisis de datos cuantitativos y cualitativos. A la vez es una investigación de diseño transversal con un diseño transaccional correlacional. Para corroborar la información teórica se realizaron entrevistas a profundidad, focus groups y encuestas. La investigación cualitativa indica que los factores sensoriales como la vista, el oído, el tacto, el olfato y el gusto influyen en la intención de compra. A través de la investigación cuantitativa se pudo corroborar lo investigado cualitativamente, sí hay relación entre la intención de compra y los factores sensoriales, debido al rechazo de la hipótesis nula. El promedio de la correlación es de 0.499, lo que significa que es una correlación fuerte y cuanto más presente estén los cinco sentidos en la tienda, la intención de compra en las mujeres será más fuerte. La investigación es de gran utilidad para aquellas tiendas que brinden experiencia al consumidor, utilizando los sentidos generando una implicancia en la intención de compra. / E-tailing is a new way of buying that is increasingly welcomed by the client, it is estimated that in 2021 online purchases represent 15.5% of retail sales, due to this the best way to counteract the new modality of purchase is through the concept store due to the pleasant atmosphere that visual merchandising can offer, creating in the client an experience that can not be lived through its purchases over the internet. The research was conducted through the mixed method, carrying out the recollection and analysis of quantitative and qualitative data. At the same time, it is a transversal design research with a correlational transactional design. To corroborate the theoretical information, in-depth interviews, focus groups, and surveys were conducted. Qualitative research indicates that sensory factors such as sight, hearing, touch, smell and taste influence purchase intent. Through quantitative research it was possible to corroborate what was researched qualitatively, there is a relationship between purchase intention and sensory factors, due to the rejection of the null hypothesis. The average of the correlation is of 0.499, which means that it is a strong correlation and the more present the five senses are in the store, the purchase intention in women will be stronger. The research is very useful for those stores that provide consumer experience, using the senses generating an implication in the purchase intention. / Trabajo de investigación

Made available in DSpace on 2016-04-25T16:44:43Z (GMT). No. of bitstreams: 1 LauryBuenoPUC2005.pdf: 4488495 bytes, checksum: 5cda215abf18f89715bc88c0580371a1 (MD5) Previous issue date: 2006-03-16 / Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / Since the self-service system introduction in the retail, one more important influence has been added to the consumer s purchase decision process: the store atmospherics. Elements like store s layout, its illumination, odors, noises, number of people buying, signaling and even more specific aspects, such as temperature and air quality, have been considered nowadays for both retail and environmental psychology experts as basic factors and strong influences on the consumer purchase behavior. On the other hand, the huge easiness offered by auto-attendance selling system had greatly reduced the necessity of planning purchases in supermarkets the more representative type of store in the modern self-service sales system where the way of merchandises are exposed frequently works like a buying list to the clients. For this reason, it has customers that even not having planned the purchase of one specific item decide for buying it once inside the store whereas it has those that having planned what to buy, change the idea when into the store and, at the end, don t buy it. The conclusive result of this work, based on a descriptive methodology survey that included exploring characteristics too is that there are, in fact, a strong influence derived from merchandising techniques in both cases, considering that it was found strong evidences in which a considerable part of these behaviors at least were provoked by factors like the merchandise s physical positioning and presentation in the sales area elements that are firmly linked to the point-of-purchase merchandising efforts. As a result, and depending on the manner these techniques could be correctly, wrongly or not applied, the merchandising action in supermarkets can really influence the pre-planned consumer s purchases in a such intense way that they may effectively change its plans even during the act of purchases either considering to buy something that had not been foreseen to buy, either in given up for buying something that effectively was in their purchasing plan. So, it is confirmed herein that merchandising efforts carried out through retailers and manufacturers in the self-service can really induce the consumer to decide for a purchase, even if that had not been beforehand planned. In the same way, it was also established as certain that the lack of merchandising efforts can lead to a diametrical opposing effect, when the consumer may change his or her mind in buying something he or she had planned to buy before. / Desde a introdução do sistema de auto-serviço na venda a varejo, o consumidor passou a contar com uma forte influência adicional em seus processos de decisão de compra: a do próprio ambiente da loja. Questões ligadas ao seu layout, iluminação, odores, ruídos, número de pessoas comprando, sinalização e até aspectos mais específicos, como temperatura e qualidade do ar, são fatores hoje considerados fortes influenciadores do comportamento de compra tanto por pesquisadores da Psicologia Ambiental como por especialistas em varejo. Por outro lado, as facilidades proporcionadas pelo auto-atendimento reduziram em muito a necessidade de se planejar compras em supermercados e hipermercados tipos de loja mais representativos do auto-serviço moderno , onde a própria exposição das mercadorias funciona como uma espécie de lista de compras . Por esse motivo há clientes que, mesmo não tendo planejado a compra de um determinado item, decidem fazê-lo quando já se encontram dentro do estabelecimento da mesma forma que há aqueles que, mesmo tendo planejado o que comprar, mudam de idéia ao percorrer a loja e, ao final, não o fazem. Este trabalho analisa, com base um uma pesquisa que faz uso de metodologia descritiva com características também exploratórias, a influência do trabalho de merchandising nessas mudanças de planos. O que se concluiu, com base na análise dos dados coletados, é que de fato há considerável interferência da ação do merchandising em ambos os casos, uma vez que se encontraram evidências de que essa mudança de comportamento é provocada, ao menos em parte, por fatores ligados ao posicionamento físico, apresentação e estado das mercadorias na área de comercialização questões fortemente associadas à ação do merchandising de ponto-de-venda. Assim sendo, e dependendo de ter ou não sido aplicada de forma correta, ficam evidentes sua influência e ação sobre os consumidores que planejam suas compras com antecedência mas que as alteram, uma vez no ponto de venda seja no sentido de optar por algo que não haviam previsto de antemão, seja pela desistência em relação a itens que efetivamente estavam em seus planos adquirir. Dessa forma, confirma-se o fato de que o esforço realizado no ponto de venda por varejistas, fabricantes ou ambos através do trabalho de merchandising pode realmente induzir o consumidor a decidir-se por determinado item ou marca, ainda que este não tenha sido planejado de antemão. Da mesma maneira, confirma-se que a sua falta pode, do mesmo modo, conduzir a um efeito diametralmente oposto, quando o consumidor deixa de comprar algo mesmo tendo planejado fazê-lo com antecedência.

Today’s fragmented and intensely competitive market place is the obstacle for retailers and suppliers to do business in a traditional way. Even customers have never been more sophisticated. In this perspective, thousands of idea has already been brought though articles, journals and books and thousands of seminars has been hold to define a new way of managing business. Just as an tremendous heat and pressure create diamond, these uncertainties and competitive challenges has produced a new marketing ideas known as category management that offers an wealth of opportunity for those who can adopt with this systematic approach. In this thesis, some definition and structure-oriented phases as well as the challenging area of category management are mentioned. In the next step, a perfect scenario through different stages starting from zero is brought out to show how retailers and suppliers can overcome the power game and collaborate with each other. Finally I have shown that a trust worthy relationship, coupled with in-store implementation of category management, can create a win-win situation for both retailers and suppliers. / Program: Magisterutbildning i Applied Textile Management