Merchandising na visão do consumidor: uma análise da prática do cross merchandising

Abstract

The objective of this work was to analyze the evaluation of the practice of cross merchandising in the opinion of consumers. Initially, a literature review was performed, focusing on the discussion about merchandising, its origin and evolution, its concept and its importance, entering into the practice of cross merchandising. Having literature as support, a methodological approach was adopted, with an exploratory approach, carried out by means of two quantitative surveys (surveys) with 72 and 234 respondents, respectively. In both cases, the sample was non-probabilistic, selected for convenience. This way, it was possible to observe that there is still a lack of planning habits prior to purchases on part of the consumers, which contributes to a more impulsive behavior at the moment of decision. In addition, a good evaluation of cross-merchandising actions by consumers was observed, even if they understood the objective and perceived its influence.