How visual merchandising influences generation Z purchasing behavior in a retail store

• Autor(a) principal: Aires, Matilde Vitorino
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/28057
• topic: Visual merchandising; Geração Z -- Z Generation; Comportamento do consumidor -- Consumer behavior; Impulse buying; Compra por impulso

The competitive context of brands and retailers has been generating the need to optimize strategies and plans that lead the consumer to buy more. Through Visual Merchandising elements it is possible to lead the consumer to buy a certain product or brand, even if this purchase is not planned. Still, different generations have different needs, and therefore require different strategies. This study's main objective is to analyze the effect of Visual Merchandising elements in the impulse buying tendency of Generation Z, through the analysis of the following variables: Store Layout, Colors, Lighting, In-store Promotions, Store Ambience, and Salesperson Interactions. A literature review was conducted focusing on the variables under analysis, as well as on consumer behavior, and the characteristics of Generation Z. Subsequently, nine hypotheses were formulated and tested through an online questionnaire, which resulted in a total of 206 responses from Generation Z, and sought to understand the consumer's perception of these elements in their impulse buying behavior. The results obtained revealed that In-store Promotions and Store Ambiance have a positive effect on the impulse buying behavior of Generation Z, while Lighting has a negative effect. Store Layout also has an effect on the impulse buying tendency of this generation, but only in the presence of the mediating effect of Store Ambiance.