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A influência das montras no consumidor alentejano
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O Visual Merchandising é um dos elementos principais na estratégia de comunicação das marcas e na criação de proximidade com o consumidor. Num contexto atual de crescente competitividade entre marcas e a intensificação dos padrões de consumo, é necessário que as empresas alinhem a sua identidade com as expetativas do público-alvo, valorizando o consumidor e promovendo vínculos de fidelização . Este estudo tem como objetivo analisar a relação da montra com os consumidores da região do Alentejo, identificando os fatores que influenciam a entrada nos pontos de venda, as suas preferências de consumo e os comportamentos associados às suas escolhas das marcas. Para essa análise, foi adotada uma abordagem metodológica: aplicação de questionários a residentes da região, realização de entrevistas a colaboradores e gerente de uma das marcas predominantes na região, dinamização de um focus group com sete consumidores das marcas e observação não participante no interior e nas imediações das lojas. Os resultados comprovam que o Visual Merchandising, quando adaptado ao consumidor da região, torna-se um recurso determinante para a eficácia da comunicação e fator de consolidação do posicionamento das marcas no mercado regional.
Visual merchandising is one of the key elements in brand communication strategy and in creating closeness with consumers. In the current context of growing competition between brands and the intensification of consumption patterns, companies need to align their identity with the expectations of their target audience, valuing consumers and promoting loyalty. This study aims on analysing the relationship between shop windows and consumers in the Alentejo region, identifying the factors that influence their entry into points of sale, their consumption preferences and the behaviours associated with their brand choices. For this analysis, a methodological approach was adopted: questionnaires were administered to residents of the region, interviews were conducted with employees and the manager of one of the predominant brands in the region, a focus group was organised with seven consumers of the brands and fly on the wall was carried out inside and in the vicinity of the shops. The results prove that visual merchandising, when adapted to consumers in the region, becomes a decisive resource for effective communication and a factor in consolidating brand positioning in the regional market.
Visual merchandising is one of the key elements in brand communication strategy and in creating closeness with consumers. In the current context of growing competition between brands and the intensification of consumption patterns, companies need to align their identity with the expectations of their target audience, valuing consumers and promoting loyalty. This study aims on analysing the relationship between shop windows and consumers in the Alentejo region, identifying the factors that influence their entry into points of sale, their consumption preferences and the behaviours associated with their brand choices. For this analysis, a methodological approach was adopted: questionnaires were administered to residents of the region, interviews were conducted with employees and the manager of one of the predominant brands in the region, a focus group was organised with seven consumers of the brands and fly on the wall was carried out inside and in the vicinity of the shops. The results prove that visual merchandising, when adapted to consumers in the region, becomes a decisive resource for effective communication and a factor in consolidating brand positioning in the regional market.
Descrição
Palavras-chave
Alentejo Consumidor Moda Montras Visual Merchandising