Vitrinismo: o visual merchandising das vitrines como estratégia de vendas das ourivesarias e joalherias na cidade de Parintins-AM

• Autor(a) principal: Santos, Thomaz Pinheiro
• Data de Publicação: 2024
• Tipo de documento: Trabalho de conclusão de curso
• Idioma: por
• Título da fonte: Repositório Institucional da UFAM
• Texto Completo: http://riu.ufam.edu.br/handle/prefix/7484
• topic: Visual merchandising; Vitrines; Estratégia; Vendas; Ourivesarias; CIENCIAS HUMANAS : ADMINISTRAÇÃO; .; .

Visual merchandising consists of a set of strategic techniques aimed at the purchasing decision-making process and increasing sales of a product. This study's main objective is to investigate the visual merchandising applied in the showcase as a sales strategy for jewelry stores in the city of Parintins-Am. The methodology was composed of a qualitative approach, using bibliographical and field research as procedural methods. The instrument used for data collection comprised a structured interview, being applied to 3 owners of jewelry/goldsmith shops in local businesses in the municipality of Parintins-Am. After carrying out the field research, the collected data underwent content analysis. The results demonstrate that the visual merchandising applied in the windows is used as a sales strategy for goldsmiths in the city of Parintins-AM through the visibility of the products on display, presenting a comfortable environment with appropriate colors and lighting. Such aspects attract customers, as well as influencing the decision to buy a product, giving them the opportunity to choose and obtain the best experiences. Therefore, it can be concluded that visual merchandising is a fundamental Marketing strategy for companies today, as it establishes the brand and identity of the business, transmits values, builds customer loyalty and contributes to increased sales of a product.