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CENTRO UNIVERSITÁRIO UNISEB TRABALHAO DE CONCLUSÃO DE CURSO BACHARELADO EM COMUNICAÇÃO SOCIAL COM HABILATAÇÃO EM PUBLICIDAD P UBLICIDADE E E PROPAGANDA
ARQUITETURA E DESIGN DO PONTO DE VENDA: ATMOSFERA DE COMPRA COERENTE COM O POSICIONAMENTO DA MARCA.
Guilherme Salermo Prof. Dr. César Rocha Muniz
RIBEIRÃO PRETO 2012
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GUILHERME SALERMO
ARQUITETURA E DESIGN DO PONTO DE VENDA: ATMOSFERA DE COMPRA COERENTE COM O POSICIONAMENTO DA MARCA.
Trabalho de conclusão de curso apresentado ao Centro Universitário UNISEB de Ribeirão Preto, como parte dos requisitos para obtenção do grau de Bacharel em Comunicação Comunicação Social com Habilitação em Publicidade e Propaganda Prof. Dr. César Rocha Muniz
RIBEIRÃO PRETO 2012
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i
Ficha catalográfica
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ii
PROJETO DE PESQUISA _____________________ ________________________________ ______________________ ______________________ ______________________ _____________________ __________
Aluno: Guilherme Salermo Código: 6675 Curso: Comunicação Social - Publicidade e Propaganda Semestre/Ano: 7º/2012 Tema: Arquitetura e Design do ponto de venda: Atmosfera de compra coerente com o posicionamento da marca.
Objetivos pretendidos: O propósito da pesquisa é aproximar áreas de estudo diferentes, tais como, Merchandising , Arquitetura, Design e Branding buscando métodos para criar criar pontos de venda mais eficazes.
_____/_____/_____ _____/_____/_____
_____________________ ____________________________ _______ César Rocha Muniz Professor Orientador
_____/_____/_____ _____/_____/_____
_____________________ ____________________________ _______ Guilherme Salermo Aluno
_____/_____/_____ _____/_____/_____
_____________________ ____________________________ _______ Sara Gonzalez Coordenadora Coordenadora do Curso
_____/_____/_____ _____/_____/_____
_____________________ ____________________________ _______
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iii
PROJETO DE PESQUISA _____________________ ________________________________ _______________________ _______________________ ______________________ ____________________ _________ FORMULÁRIO DE AVALIAÇÃO Tema do trabalho: Arquitetura e Design do ponto de venda: Atmosfera de compra coerente com o posicionamento da marca. Data da apresentação: apresentação: _____/_____/_____ _____/_____/_____ Horário: ___________ Local: ___________________________
Comissão Julgadora
1) Professor Orientador: _____________________ ________________________________ ______________________ _____________________ __________
2) Professor da Área: _______________________ __________________________________ ______________________ ______________________ ___________
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iv
PROJETO DE PESQUISA _____________________ ________________________________ ______________________ ______________________ ______________________ _____________________ __________ FOLHA DE PONTUAÇÃO
Fatores de Avaliação
Pontuação (0.0 a 2.0)
1. Atualidade e relevância do tema proposto 2. Linguagem técnica utilizada em relação ao tema e aos objetivos e competência linguística. 3. Aspectos metodológicos e formais da editoração do trabalho escrito - sequência lógica e coerência interna. 4. Revisão Bibliográfica realizada em relação ao tema pesquisado. 5. Apresentação oral - segurança e coerência em relação ao trabalho escrito Média: __________________(____ __________________(_______________ ______________________ ______________________ ______________________ _____________) __) Assinaturas dos membros integrantes da Comissão Julgadora 1)_____/_____/_____ _______________________________________________________
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v
Dedicatória
Á minha família e amigos que me acompanharam
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vi
Epígrafe Epígrafe
–
A publicidade move as pessoas na direção dos bens.
“
O merchandising move os bens na direção das pessoas. ” M orris L. Hi te
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vii
SALERMO, Guilherme. Arquitetura e Design do ponto de venda: atmosfera de compra coerente com o posicionamento da marca . Trabalho de Conclusão de Curso. Curso de Comunicação Social Habilitação em Publicidade e Propaganda. Centro Universitário UNISEB. Ribeirão Preto, 2012.
RESUMO
Este trabalho buscou contribuir teoricamente para o tema elaborando uma pesquisa divida em duas frentes, a primeira teórica e a segunda prática. Com a pesquisa teórica bibliográfica ( desk research) esse estudo buscou apresentar conceitos fundamentais de áreas distintas como Branding , Comportamento do consumidor, Merchandising , Design e Arquitetura comercial.
Posteriormente esse estudo procurou exemplificar as formas de aplicação desses conceitos. Para isso foram elaboradas análises críticas de projetos de pontos de venda, procurando tipificar as soluções utilizadas, buscando padrões de Design. Essas análises se basearam em levantamentos fotográficos e analises in loco.
Palavras-chave: Arquitetura comercial, ponto de venda, Design de ponto de venda, comportamento de compra,
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viii
SUMÁRIO 1. INTRODUÇÃO ---------------------------------------------------------------------------------------- 1 1.1 CONTEXTOS DA INVESTIGAÇÃO ------------------------------------------------------------- 1 1.2 OBJETIVOS ------------------------------------------------------------------------------------------- 2 1.2.1 Objetivo Geral ------------------------------------------------------------------------------------ 2 1.2.3 Objetivos Específicos---------------------------------------------------------------------------- 2 1.3 JUSTIFICATIVA ------------------------------------------------------------------------------------- 3 1.4 PROCEDIMENTOS METODOLÓGICOS ------------------------------------------------------- 3
2. DESENVOLVIMENTO------------------------------------------------------------------------------ 4 2.1 BRANDING--------------------------------------------------------------------------------------------- 4 2.1.1 Modelos de Brand Equity: --------------------------------------------------------------------- 4 2.1.1.1 Brand Asset Valuator ----------------------------------------------------------------------- 4 2.1.1.2 Modelo de Aaker ---------------------------------------------------------------------------- 5 2.1.1.3 Brandz ---------------------------------------------------------------------------------------- 5 2.1.1.4 Ressonância de marca ---------------------------------------------------------------------- 6 2.1.2 Ofertas e Marcas --------------------------------------------------------------------------------- 7 2.1.3 Posicionamento ----------------------------------------------------------------------------------- 8 2.1.4 Estratégias de diferenciação -------------------------------------------------------------------- 9 2.1.4.1. Diferenciação baseada no produto ------------------------------------------------------- 9 2.1.4.2 Diferenciação baseada nos funcionários ------------------------------------------------- 9
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ix
2.2.1.1 Primeiro estágio: Reconhecimento da necessidade ---------------------------------- 19 2.2.1.2 Segundo estágio: Busca de d e informações: ---------------------------------------------- 20 2.2.1.3 Terceiro estágio: Avaliação de alternativas ------------------------------------------- 22 2.2.1.4 Quarto estágio: Compra ------------------------------------------------------------------ 23 2.2.1.5 Quinto estagio: Consumo ---------------------------------------------------------------- 24 2.2.1.6 Sexto Estágio: Avaliação pós-consumo ----------------------------------------------- 25 2.2.1.7 Sétimo Estagio: Estagio: Descarte: --------------------------------------------------------------- 26 2.2.2 Elementos do comportamento comportamento de compra ----------------------------------------------- 27 2.2.2.1 Motivações --------------------------------------------------------------------------------- 27 2.2.2.2 Necessidades Necessidades------------------------------------------------------------------------------- 30 2.2.2.3 Desejos ------------------------------------------------------------------------------------- 33 2.2.2.4 Demandas ---------------------------------------------------------------------------------- 33 2.2.2.5 Percepção Percepção ---------------------------------------------------------------------------------- 34 2.2.2.6 Freios --------------------------------------------------------------------------------------- 35 2.2.3 Fatores influenciadores. ----------------------------------------------------------------------- 36 2.2.3.1 Personalidades e segmentação segmentação de mercado.------------------------------------------- 36 2.2.3.2 Diferenças individuais-------------------------------------------------------------------- 40 2.3 MERCHANDISING -------------------------------------------------------------------------------- 44
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x
3.1 PROCEDIMENTOS METODOLÓGICOS PARA LEITURA E ANÁLISE DOS PONTOS DE VENDA ---------------------------------------------------------------------------------- 75 3.2 RESULTADOS E DISCUSSÃO------------------------------------------------------------------ 75 3.2.1 Band Pães Delicátesse ------------------------------------------------------------------------- 75 3.2.1.1 Síntese e considerações gerais sobre a analise do ponto de venda da Band Pães Delicátesse ------------------------------------------------------------------------------------------ 90 3.2.2 Livraria da Vila --------------------------------------------------------------------------------- 91 3.2.2.1 Síntese e considerações gerais a sobre a analise do ponto de venda da Livraria da Vila -------------------------------------------------------------------------------------------------- 103 3.2.2 Triton-------------------------------------------------------------------------------------------- 104 3.2.3.1 Síntese e considerações considerações gerais a sobre a analise do ponto de venda da Triton-- 109
4. CONCLUSÃO--------------------------------------------------------------------------------------- 110 4.1 SÍNTESE DAS CONTRIBUIÇÕES DESTE TRABALHO --------------------------------- 110 4.2SUGESTÕES DE PESQUISAS POSTERIORES---------------------------------------------- 111
5. REFERÊNCIAS BIBLIOGRÁFICAS --------------------------------------------------------- 112
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xi
LISTA DE QUADROS Quadro 1 – 1 – Objetivos Objetivos do modelo Brandz..................................................... Brandz............................................................................... .............................06 ...06 Quadro 2 – 2 – Tipos Tipos de motivações mot ivações e metas relacionados da teoria de valores gerais..................11 gerais..................11 Quadro 3 – 3 – Principal Principal Variáveis da segmentação para mercados consumidores nos Estados Unidos................................... Unidos......................................................... ............................................ ............................................ ............................................ ..................................42 ............42 Quadro 3 - Significado psicológico as cores.................................... cores.......................................................... .........................................49 ...................49
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xii
LISTA DE FIGURAS
Figura 1 – 1 – Modelo Modelo de ressonância de marca. ------------------------------------------------------- 6 Figura 2 – 2 – Os Os cinco níveis do produto. -------------------------------------------------------------- 7 Figura 3 - Organograma de empresa tradicional. tr adicional.-------------- Erro! Indicador não definido. Figura 3.1 - Organograma de empresa moderna. -------------- Erro! Indicador não definido. Figura 4 – 4 – Sequencia Sequencia do processo físico tradicional. --------- Erro! Indicador não definido. Figura 5 – 5 – Determinante Determinante de valor entregue para o cliente --- Erro! Indicador não definido. Figura 6.1 - Processo de decisão de compra considerando considerando o descarte - Erro! Indicador não
definido. Figura 7 – 7 – Reconhecimen Reconhecimento to da necessidade necessidade-------------------- Erro! Indicador não definido. Figura 7.1 – 7.1 – Busca Busca por informação ------------------------------ Erro! Indicador não definido. Figura 7.2 – 7.2 – Avaliação Avaliação das alternativas ------------------------- Erro! Indicador não definido. Figura 7.3 – 7.3 – Compra Compra -----------------------------------------------Erro! Indicador não definido. Figura 7.4 – 7.4 – Consumo Consumo ---------------------------------------------Erro! Indicador não definido. Figura 7.5 – 7.5 – Avaliação Avaliação pós-consumo --------------------------- Erro! Indicador não definido. Figura 7.6 – 7.6 – Descarte Descarte ----------------------------------------------Erro! Indicador não definido. Figura 8 – 8 – Pirâmide Pirâmide de d e MASLOW ------------------------------ Erro! Indicador não definido.
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xiii
Figura 16.11 – 16.11 – Testador Testador de balcão ------------------------------------------------------------------ 59 Display de papelão com take-one ------------------------------------------------ 59 Figura 16.12 – 16.12 – Display Dispenser perdurável Figura 16.13 – 16.13 – Dispenser perdurável -------------------------------------------------------------- 60
Figura 16.14 – 16.14 – Carrinho Carrinho com mídia ---------------------------------------------------------------- 60 Figura 16.15 – 16.15 – Bandeja Bandeja para degustação degustação ---------------------------------------------------------- 60 Figura 16.16 – 16.16 – Cooler ------------------------------------------------------------------------------- -------------------------------------------------------------------------------- 61 Figura 16.17 – 16.17 – Porta Porta cartaz -------------------------------------------------------------------------- 61 Figura 16.18 – 16.18 – Inflável Inflável ------------------------------------------------------------------------------- 61 Figura 16.19 – 16.19 – Wobbler ----------------------------------------------------------------------------- ------------------------------------------------------------------------------ 61 Figura 16.20 – 16.20 – Modelo Modelo tamanho natural ----------------------------------------------------------- 62 Figura 16.21 – 16.21 – Embalagem Embalagem display ---------------------------------------------------------------- 62 Figura 16.23 – 16.23 – Corner (loja dentro de loja) ------------------------------------------------------- 62 Figura 16.24 – 16.24 – Ponta Ponta de gôndola gôndola ------------------------------------------------------------------- 63 Figura 16.25 – 16.25 – Check-stands (stand nos caixas) -------------------------------------------------- 63 Figura 17 – 17 – Equilíbrio Equilíbrio simétrico com eixo central na porta de entrada ----------------------- 66 Figura 17.1 – 17.1 – Equilíbrio Equilíbrio simétrico com eixo central na porta de entrada. -------------------- 66 Figura 18 – 18 – Equilíbrio Equilíbrio assimétrico, o peso visual das diferentes janelas se equilibra num eixo que passa pela pela porta de entrada. -------------------------------------------------------------- 66
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xiv
Figura 29 – 29 – Zonas Zonas do ponto venda com base no comportamento dos consumidores da Band Pães Delicátesse no periodo da manha. ------------------------------------------------------------ 79 Figura 30 – 30 – Fluxo Fluxo e zonas do ponto de venda no período da manha na Band Pães --------- 80 Figura 31 – 31 – Zonas Zonas do ponto venda com base no comportamento dos consumidores da Band Pães Delicátesse no periodo do almoço. ----------------------------------------------------------- 80 Figura 32 – 32 – Fluxo Fluxo da Band Pães na hora do almoço --------------------------------------------- 81 Figura 33 – 33 – Zonas Zonas do ponto venda com base no comportamento dos consumidores da Band Pães Delicátesse no periodo da manha. ------------------------------------------------------------ 82 Figura 34 – 34 – Comunicação Comunicação interna própria. -------------------------------------------------------- 83 Figura 34.1 – 34.1 – Comunicação Comunicação interna provida pelos fornecedores. ------------------------------ 84 Figura 35 – 35 – Gôndolas Gôndolas Band Pães Delicátesse ----------------------------------------------------- 84 Figura 36 – 36 – Ilha Ilha Band Pães Delicátesse------------------------------------------------------------ 85
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xv
Figura 55 – 55 – Formas Formas retilínea ------------------------------------------------------------------------ 97 Figura 56 – 56 – Móveis Móveis adaptados para facilitar o acesso das crianças ---------------------------- 98 Figura 57 – 57 – Mezanino Mezanino Retangular ------------------------------------------------------------------ 99 Figura 57.1 – 57.1 – Mezanino Mezanino Oval ----------------------------------------------------------------------- 99 Figura 58 - Iluminação de preenchimento -------------------------------------------------------- 100 Figura 58.1 – 58.1 – Iluminação Iluminação direcionada, dando destaque aos produtos. ----------------------- 100 100 Figura 58.2 – 58.2 – Iluminação Iluminação de tarefa auxilia a leitura -------------------------------------------- 100 Figura 59.1 – 59.1 – Cores Cores predominantes do espaço destinado ao publico infantil i nfantil --------------- 101 Figura 60 – 60 – Café Café-------------------------------------------------------------------------------------- 102 Figura 61 – 61 – Varanda Varanda --------------------------------------------------------------------------------- 102 Figura 62 – 62 – Sinalização Sinalização interna -------------------------------------------------------------------- 103 Figura 63 – 63 – Caixa Caixa de som --------------------------------------------------------------------------- 103
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xvi
LISTA DE GRÁFICOS
Gráfico 1 – 1 – Eficácia Eficácia dos materiais de ponto de venda....................................... venda............................................................. .......................56 .56
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1
1. INTRODUÇÃO 1.1 CONTEXTOS DA INVESTIGAÇÃO Devido a falta de tempo das pessoas na atualidade, é essencial levar em conta, ao elaborar projetos de ponto de venda, a importância de tornar a experiência de compra memorável e satisfatória, conseguir através da atmosfera de uma loja estabelecer uma conexão emocional emocional do consumidor com a marca. Enxergando essa necessidade o diretor de criação da Nike Town Damon Johnstun (apud COSTA E SILVA, 2002 p.92), p.92) , projeto vencedor do VMSD’s ( Visual Merchandising and Shop Designer ) Top Visual Award 2011 explica “Eu “Eu quero que as pessoas entrem na minha loja para compreender o posicionamento do meu produto, para saber o que nós pensamos a respeito de desempenho, para perceber o quanto nós agregamos valor, quanto isso custa em criatividade, em inteligência agregada ao
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2
compreensão e projeção de ambientes de compra. Esses conceitos são: Branding , Comportamento do Consumidor, Merchandising , Arquitetura Comercial e Design. Esse estudo busca apresentar soluções utilizadas para construção de atmosferas de compras, que segundo KOTLER (1973, p.50) “... usamos o termo "atmosfera" "atmosfera " para descrever a concepção consciente do espaço para criar certos efeitos nos consumidores. Mais especificamente “atmosfera” atmosfera” é o esforço para projetar ambientes de compra que produzam determinados efeitos emocionais no comprador que melhorem sua probabilidade de aquisição. Após a apresentação desses conceitos esse estudo, por meio de levantamentos fotográficos e analises de pontos de venda, buscará expor e comentar soluções adotadas por diferentes empresas para composição de seus ambientes de compra.
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3
1.3 JUSTIFICATIVA Muito se fala sobre a importância de um posicionamento bem feito para diferenciação competitiva, e que esse posicionamento deve estar traduzido no ponto de venda. Porém estudos que associem conceitos da Arquitetura e do Design com os de Branding são são poucos.
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2. DESENVOLVIMENTO 2.1 BRANDING A American Marketing Association (apud. KOTLER (2010, p. 269) define marca como: Um nome, termo, sinal, símbolo ou design, ou uma combinação de tudo isso, destinado a identificar os produtos ou serviços de um fornecedor ou grupo de fornecedores para
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possibilidades de valor valor futuro. Já os dois últimos atuam como um termômetro termômetro para determinar o valor presente percebido pelo mercado. 2.1.1.2 Modelo de Aaker O ex-professor de Marketing da da Universidade da Califórnia (Berkeley) David Aaker propõe considerar o Brand Equity um composto de cinco categorias de ativos e passivos da
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6
Quadro 1 – Objetivos Objetivos do modelo Brandz. Presença
Conhece Isso?
Relevância
Isto tem algo a me oferecer?
Desempenho
É capaz de cumprir o prometido
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2.1.2 Ofertas e Marcas Uma empresa busca atender uma necessidade através da entrega de valores, que para KOTLER (2010, p.22) se definem como “benefícios que oferecem aos clientes para satisfazer as necessidades.”. Já a marca é o símbolo que visa reunir e transmitir todos os valores desejados é o
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43
para mercados consumidores nos Estados Unidos
FONTE: KOTLER (2005, p.79) Essas segmentações serão capazes de definir, segundo KOTLER (2010, p.257) a orientação dos integrantes do mercado podendo ser
Clientes com orientação para preço: valorizarão o menor preço.
Cliente com orientação para solução: valorizam benefícios e conselhos.
Clientes com orientação para o valor estratégico: valorizam o investimento e a participação do fornecedor na empresa do cliente. cliente.
Obviamente o consumidor presente em um mercado orientado para o preço não espera da experiência de compra o mesmo que um consumidor orientado para a solução. O ambiente da loja deve saber estabelecer contato com o consumidor, propondo aquilo que ele julga mais importante para decisão de compra. Um consumidor orientado para solução provavelmente espera que o processo de compra seja muito mais interativo, passível de experimentação e aprendizagem, do que aquele que elegeu o preço como variável para orientar sua decisão de compra. 2.2.3.3 Influencias do espaço sócio cultural Os indivíduos vivem um contexto bastante complexo e rodeado de estímulos. Os aspectos individuais que influenciam o comportamento do consumidor se somam com esses fatores externos, ambientais. Esses fatores para Blakwell, Miniard e Engel são:
Cultura: A cultura se refere a reunião de valores, ideias, artefatos e demais símbolos significativos atribuídos a determinada sociedade.
Classe social: As classes sociais estratificações estabelecidas na sociedade com objetivos de agrupar indivíduos baseando-se em, valores, interesses, disponibilidade de recursos e comportamentos comuns.
Família: É uma estrutura de relacionamento entre indivíduos presente em quase todas as sociedades, por esse motivo é, também, grande responsável por
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44
demais membros poderá em alguma etapa desse processo de decisão vir a consultá-los.
Influência pessoal: O comportamento de compra frequentemente se afetara pela pressão exercida por terceiros, na forma de expectativas a serem correspondidas, correspondidas, conselhos oferecidos e trocas de experiências.
Situação: O comportamento de consumo está fortemente ligado com a situação em que o individuo se encontra. Uma necessidade originada de uma situação de urgência, por exemplo, deve ser atendida de fora bem diferente de um desejo se satisfazer uma necessidade de status, como a compra de artigos de luxo. O Design do ponto de venda deve compreender qual situação normalmente se encontra aquele individuo que procura seu produto, para que não dificulte, por exemplo, a busca de um produto para emergências ou de consumo essência, e nem desvalorize a exibição ou prejudique o contato do consumidor com um produto pelo qual ele tenha atribuído alta significação e por isso deseja deseja estabelecer um um alto grau de envolvimento envolvimento com ele. ele.
2.3 MERCHANDISING Uma das preocupações centrais do Marketing é é sempre atender as necessidades dos consumidores, os deixando amplamente satisfeitos a ponto que consumam mais. A utilização do Merchandising a a fim de melhorar a circulação dos produtos dentro do ponto de venda é uma importante ferramenta da estratégia de Marketing . Segundo AMA – AMA – American American Marketing Association (apud DIAS, 2003) Merchandising é: é: Técnica de ajustamento e adequação do produto ao mercado consumidor e como verdadeira operação de planejamento, necessária para pôr no mercado o produto ou serviço certo, no lugar e tempo certos, em quantidades certas e a preço certo
Para
BLESSA
(disponível
em
Merchandising /conceitos)
Ponto de venda” venda” define Merchandising como: como:
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45
É responsável pela apresentação destacada de produtos na loja, criando espaço e visibilidade, de tal maneira que acelere sua rotatividade. r otatividade. Nos EUA é a atividade que procura acompanhar todo o ciclo de vida de um produto, desde sua adequação para os pontos de venda (imagem, embalagem, compra, preço, volume, materiais promocionais) até o controle de sua performance mercadológica diante dos consumidores. São diversas as atividades relacionadas ao merchandising no ponto de venda, assim como seus instrumentos, técnicas e tipos.
Para BORJA (2000) é o conjunto de técnicas e estratégias de Marketing que se desenvolvem no ponto de venda a fim de responder a quatro questões fundamentais:
O que vender para satisfazer as necessidades e desejos do público-alvo?
Onde e como organizar os elementos do exterior com objetivos de transmitir uma imagem do que é e o que se vende?
Onde e como organizar os elementos do interior para gerar um fluxo dirigido dos clientes pelo ponto de venda?
Onde e como apresentas as mercadorias pelo ponto de venda ao ponto que provoquem vendas vendas por impulso?
Para descobrir o que vender para satisfazer as necessidades dos consumidores deve-se atentar para a gestão das variedades (Figura 10), já j á para conseguir transmitir a imagem do que é e o que se vende em determinado ponto de venda necessita-se aplicar conceitos da Arquitetura comercial, já para determinar como e onde expor os produtos pela loja deve-se recorrer aos conceitos da Arquitetura de interior, e se o objetivo é provocar a venda por impulso deve-se aplicar uma gestão estratégica dos produtos. Para BORJA (2000) a gestão de variedade possui a seguinte estrutura:
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46
Departamentos
Seções
Categorias de Produtos
Familias
Subfamilias
Referencias
Figura 10 – Estrutura Estrutura da variedade de produtos FONTE: adaptado DE BORJA (2000)
De acordo com PARENTE (2000, p.293) as decisões sobre a apresentação dos produtos, planogramas, planogramas, comunicação comunicação visual e sinalização devem despertar o interesse do consumidor e incentivá-lo a percorrer os vários estágios do processo de compra. Por isso é imprescindível que se conheça as formas de aplicação do Merchanding do ponto de venda. venda.
2.3.1 Exibitécnica A Exibiténica é a área do Merchadising que estudara a melhor forma de expor os produto pela loja. Através do estimulo adequado dos cinco sentidos (visão, audição, tato paladar e olfato) podemos tornar a experiência de compra mais eficaz, exponde de forma sugestiva e convidativa as mercadorias no interior do ponto de venda. Alguns conceitos são fundamentais para aplicação da Exibitécnica dentro do ponto de venda, são eles:
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47
Ponto principal: ao se escolher um produto defina onde serão alocados para que os consumidores possam de forma rápida associar o lugar ao produto todas as vezes que visitar o ponto de venda.
Ponto promocional (ponto extra): lugar onde se irá expor o produto por um determinado tempo com o intuito de alavancar suas vendas, pode ser uma área de maior tráfego ou próximo a produtos de consumo vinculado.
Associação: Devem-se associar categorias correlatas, para que no processo de compra o consumidor fique mais suscetível a descobertas de novas necessidades dentro do ponto de venda (compra por impulso). Caso o consumidor vá até uma loja de roupa a fim fi m de compra uma calça, por exemplo, uma composição com cintos e sapatos podem o levar a aumentar sua compra.
Impulsores: produtos impulsores são aqueles que movem os consumidores ao seu ponto de venda, ou porque são marcas lideres e consolidadas, ou porque são o produto estrela de determinada loja, sendo assim é muito interessante que se aproveite do status desses produtos associando outros produtos próximos a eles para que aumentem seu giro de vendas.
Empilhamento: Os produtos fora de prateleiras podem ser exposto em pilhas, com objetivo de destacar e saltar aos olhos dos que trafegam por dentro do ponto de venda. Pilhas de produtos remetem a preços baixos e grandes ofertas de produtos, por isso não sé pode aplicar essa técnica a produtos que o consumidor tenha alto grau de envolvimento ao ponto de preferir a exclusividade.
Posicionamento do produto: Os produtos disponibilizados na altura dos olhos dos consumidores têm sua preferência, prateleiras muito altas ou baixas causam resistência à compra devido ao esforço para pegá-los. Já a opção de dispor os produtos de forma horizontal, vertical, em prateleiras, em ilhas, irá depender do fluxo da loja e da expectativa do consumidor no processo de
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48
Outras questões devem ser levadas em conta ao se elaborar planogramas (figura 11) para exposição de produtos produtos dentro do plano de venda, BLESSA (2008, p.50) apresenta apresenta alguns dados importantes:
Altura máxima para se colocar um produto: 2,00m;
Altura dos olhos (melhor lugar para expor) :1,60m
Altura das mãos (ponto de pega): de 1,00 a 1,60m;
Altura mínima para expor um produto: 0.50m (abaixo de esta usar altura uma base)
BLESSA (2008) em seu livro, Merchadising no no ponto de venda ressalta a importância de um planejamento para exibição dos produtos no ponto de venda, e sugere a criação de pontos motivadores, motivadores, detalhes que parecem inéditos ao consumidor, e dessa dessa forma chamará chamará sua atenção. Porém BLESSA (2008, p.12) pondera: “Não devemos nos esquecer de que a boa harmonia na colocação dos detalhes sempre evitará a fadiga da atenção. Nossa vista não pode abranger e distinguir muitos detalhes ao mesmo tempo e, portanto, é aconselhável limitarmo-nos a colocar nas peças promocionais uma média de três detalhes motivacionais, pois com cinco ou seis haverá dispersão da atenção. Com poucos detalhes é fácil criar um centro de atenção. A continuidade e a unidade desses detalhes serão fundamentais numa peça publicitária, porque permitirão manter a atenção, pois de outra maneira, são sujeitas a flutuações que podem causar cansaço e, consequentemente desinteresse.”
BLESSA (2008, p. 46-47) apresenta áreas que julga positiva e negativa para exposição dos produtos dentro do ponto de venda. As áreas negativas para BLESSA (2008, p.46) são:
Primeiros metros da loja
Inicio das gôndolas (primeiros 40 cm)
Final das gôndolas (últimos 40 cm)
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49
Parte central das gôndolas da loja
Quatro metros depois da entrada
Pontas de gôndola
Ilhas baixas
Corredores largos
Perto de produtos de altas procura
Corredores de fluxo obrigatórios
Prateleiras na altura dos olhos
3.3.2 Cor As cores são mais que meros elementos decorativos no ponto de venda, são capazes de causar sensações nos consumidores, sendo capazes de ajudar na hierarquização de categorias de produtos, guiar a atenção no tráfego e estimular o comportamento do consumidor no processo de compra. As cores contêm significados psicológicos, FARINA (1990, p.112), com o livro “Psicodinâmico das cores em comunicação ” apresenta um esquema simplificado de associação das cores com reações psicológicas psicológicas como podemos ver no quadro 4. Sensações acromáticas Branco • Associação material: neve, casamento, lírio, batismo, areia clara. • Associação afetiva: limpeza, paz, pureza, alma, divindade, ordem, infância. • Branco vem do germânico blank germânico blank (brilhante). É o símbolo da luz, e não é Considerada cor. No ocidente, o branco traduz a vida e o bem, em contrapartida para os Orientais o branco traduz a morte, o fim ou o nada. Preto • Associação material: enterro, morto, sujeira, coisas escondidas.
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50
• Do latim vermiculas [verme, inseto (a cochonilha)]. Desse verme é extraída uma substância, o carmim, a qual chamamos de carmesim [do árabe: qirmezi (vermelho ( vermelho bem vivo)]. Essa cor simboliza encontro, aproximação. Laranja (faz correspondência ao vermelho moderado) • Associação material: pôr do sol, festa, laranja, luz, outono, aurora, raios solares. • Associação afetiva: tentação, prazer, alegria, energia, senso de humor, advertência. • Laranja tem origem do persa narang, por meio do árabe naranja. Simboliza o flamejar do fogo. Amarelo • Associação material: palha, luz, verão, calor de luz solar, flo res grandes. • Associação afetiva: afetiva: alerta, ciúme, orgulho, egoísmo, euforia, originalidade, iluminação, idealismo. • Vem do latim amaryllis. É o símbolo da luz que irradia em todas as direções. Verde • Associação material: frescor, primavera, bosques, á guas claras, folhagem, mar, umidade. • Associação afetiva: bem-estar, bem -estar, saúde, paz, juventude, crença, coragem, firmeza, serenidade, natureza. • Deriva do latim vidiris. É o símbolo da harmonia da faixa que existe entre o céu e o Sol. De paz repousante e reservada, favorece o desencadeamento de paixões. Azul • Associação material: frio, mar, céu, gelo, águas tranqüilas, feminilidade.8 • Associação afetiva: verdade, afeto, paz, advertência, serenidade, espaço, infinito, fidelidade, sentimento profundo. • Tem origem no árabe e no persa lázúrd, por lazaward (azul). Proporciona a sensação do movimento para o infinito. Céu sem nuvens.
Quadro 4: Significado psicológico as cores FONTE: adaptado de FARINA (1990, p.112)
3.3.3 Layout da loja Entendemos com layout, o arranjo físico de elementos do mobiliário e outros equipamentos utilizados no ponto de venda.
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51
O layout deve prever a disposição e o tipo de mobiliário, propor a circulação e primária e secundária dos clientes, elaborar o planejamento de iluminação, definir localização de caixas, provadores e zonas para experimentação, definir divisão e segmentação da variedade de produtos e, determinar localização de posto para oferecimento de serviços. CAMARGO (2008) apresenta um modelo para se pensar o ponto de venda, definindo zonas no espaço e prevendo o provável comportamento do consumidor em cada uma delas, para que dessa dessa forma seja possível possível estimular da melhor forma cada área área do espaço espaço de venda. venda. Baseado no modelo proposto por modelo de CAMARGO (2008) esse estudo, visando facilitar o entendimento e planejamento de pontos de venda, propõe uma divisão do ponto de venda em quatro zonas (figura 11):
Zona de atração (Vitrines e fachada): é o cartão de visitas do ponto de venda, é o primeiro contato com o cliente, nessa zona devem estar dispostos elementos que atuem como “iscas” para “fisgar” a atenção e o interesse do consumidor. Esse lugar da loja deve ser uma extensão, um resumo do ponto de venda que se aproxima do consumidor.
Zona de apresentação e compras por impulso: O consumidor trafegará por essa zona na entrada e na saída, e cada momento deve ser explorado adequadamente. No primeiro momento, onde o consumidor adentra ao ponto de venda, porem ainda está iniciando o processo de percepção do ambiente, é interessante apresentar novidades e ofertas que chamem a atenção do consumidor para que ele se atente e entenda o que irá encontrar pelo ponto de venda. E no momento de finalização da compra, onde normalmente o
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52
serviços de apoio a compra e ambientação, como guichês de triagem, profissionais para auxílio na compra, zonas de degustação, cafés, lanchonetes mesas de atendimentos e etc.
Zona de produtos de destino: nessa zona a empresa deve expor o que CAMARGO (2008) chama de produtos de destino, produtos que mais provavelmente motivaram a visita do consumidor ao ponto de venda. Essa zona quando posicionada posicionada no fim do ponto de venda fará com que o consumidor percorra todo estabelecimento estabelecimento até chegar ao produto desejado, dessa forma aumentando a exposição desse consumidor a outros produtos e aumentando possibilidade de novas aquisições. aquisições.
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53
Figura 12 - Planta reta FONTE: VILAS BOAS (2011)
Planta Diagonal (Figura 13) : layout bom para varejos de autoatendimento, pois permite boa circulação circulação e visibilidade quando quando a gama gama de produtos é muito variada. Figura 13 - Planta diagonal
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Planta Mista (Figura 15): é um tipo de projeto de ponto de venda que mistura todas as formas de layouts a fim de direcionar bem o fluxo pelo ponto de venda.
Figura 15 - Planta mista FONTE: VILAS BOAS (2011)
3.3.3 Comunicação visual interna e sinalização A comunicação interna é importantíssima para facilitar o estágio de busca e avaliação do processo de compra (Gráfico 1). A comunicação interna dos pontos de venda podem ser divididas divididas em dói grandes grandes grupos: (1) mídia promocional promocional interna, (2) sinalização. BLESSA (2008, p. 33) considera como mídias internas do ponto de venda os letreiros
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55
Gráfico 1 – Eficácia Eficácia dos materiais de ponto de venda
36,5
10,8
12,5
5,5 Sem propaganda e sem display
Sem propaganda e com display
Com propaganda e sem display
Com propaganda e com display
FONTE: POPAI (APUD BLESSA, 2008, p. 102)
BLESSA (2008, p. 105-122) apresenta alguns tipos de matérias de ponto de venda (Figura 16 - Figura 16.25):
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56
Figura 16 – Totem. Totem. FONTE: BLESSA (2008, p. 119)
Figura 16.1 – Display suporte para pilha.
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57
Figura 16.3 – Display interativo. interativo. FONTE: BLESSA (2008, P. 119)
Figura 16.4 – Display dispenser de papelão com top acima. FONTE: BLESSA (2008, p. 119)
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58
Figura 16.6 – Dispensser permanente de arame e metal. FONTE: BLESSA (2008, p. 119)
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Figura 16.9 – Dispenser Dispenser de balcão e parede de alumínio. FONTE: BLESSA (2008, p. 120)
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Figura 16.13 – Dispenser perdurável perdurável FONTE: BLESSA (2008, p. 120)
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Figura 16.16 – Cooler FONTE: BLESSA (2008, p. 121)
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Figura 16.20 – Modelo Modelo tamanho natural FONTE: BLESSA (2008, p. 121)
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pisos e mobiliários menos ruidosos e etc. Já a musica que se toca em um ponto e venda tem, além da função de compor o ambiente sendo coerente com o perfil do publico que frequenta, o papel de auxiliar no controle do ritmo de compra”. A música rápida e alegre estimula o consumidor a apressar-se em sua escolha, comprar rapidamente e sair da loja, aumentando desta forma o número de vendas e o fluxo de pessoas. Já em horários de pequena movimentação é aconselhável a escolha de música calma e suave, pois desta maneira o consumidor será incentivado a permanecer mais tempo na loja, aumentando o tráfego e possibilitando maior tempo ao cliente para conhecer e
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O Design e Arquitetura comercial devem levar em conta diversos fatores, como escopo do negócio, função mercadológica do ponto de venda, contexto sócio cultural do mercado-alvo a ser atingido e valores institucionais a serem transmitidos. Para GURGEL (2010) um projeto mal direcionado pode deturpar a imagem da empresa e espantar consumidores, e a Arquitetura e o Design de interiores pode ser utilizado para selecionar e filtrar a clientela de forma indireta, já que é uma poderosa arma para
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103
Figura 62 – Sinalização Sinalização interna
A ambiência sonora do ponto de venda fica por conta quase que exclusivamente da música ambiente, já que o ruído externo ou de tarefas executadas no interior da loja é quase inexistente. Por toda loja é possível encontrar caixas de som (figura 64), o volume não muito alto e as musicas escolhidas reforçam a composição de um ambiente calmo. No dia da visita para analise a repertório escolhido foi foi Roberto Carlos e uma coletânea de clássicos da MPB.
Figura 63 – Caixa Caixa de som
3.2.2.1 Síntese e considerações gerais a sobre a analise do ponto de venda da Livraria da Vila Devido ao enorme acervo disponibilizado e espalhado por todo ponto de venda o visitante do ponto de venda é exposto a uma quantidade grande de diferentes estímulos. Dessa forma a manipulação de questões como iluminação, som ambiente, cores, disposição do mobiliário, conforto ambiental devem convergir para criar uma atmosfera que permita com
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104
3.2.2 Triton O terceiro ponto de venda analisado por esse estudo foi a loja da grife de roupas Triton, uma marca fundada em 1975 pelo estilista Tufi Duek com o posicionamento de ser permanentemente permanentemente jovem. Por isso, desde 1975, a Triton presta atenção e vive tudo que a vida tem de mais vibrante, traduzindo sensações e experiências em roupas que celebram o espírito jovem e a paixão pela vida. (..) Tem a ver com atitude, comportamento e também com uma vontade vo ntade constante de fazer roupas pra quem acredita que cada momento pode ser inspirador quando vivido com intensidade e entrega. É a nossa forma de mostrar que manter-se jovem é estar em movimento, sempre, porque o tempo não para, mas quando andamos sempre à frente dele, é como se nunca nos alcançasse ” (disponível em < http://triton.com.br/_novosite/atriton> . Acessado em 01 de novembro de 2012)
Grifes de roupas atendem basicamente necessidades de status e autorrealização do indivíduo, tendo muitas vezes como principal ativo da empresa a atitude e os valores propostos pela marca. A Triton preocupa-se em se manter sempre renovada e jovem, para que seus valores sejam percebidos e a atitude da marca seja condizente com a de seu seu público alvo. A localização da unidade analisada, uma das mais relevantes da marca, é na Rua Oscar Freire, uma dos endereços mais importantes do universo da moda no Brasil (figura 65).
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105
Para preservar a identidade jovial e moderna da marca as unidades da Triton foram reformuladas, o projeto é de autoria dos arquitetos José Ricardo Basiches e Ronaldo Shinohara. O ponto de venda da Rua Oscar Freire é bastante estreito e no meio do quarterão, por isso algumas soluções foram adotadas, como por exemplo a repetição do logotipo da marca na fachada (figura 65) para que os que transitam pela rua possam identificar a marca independente independente dos sentido.
Figura 65 – Repetição Repetição do logotipo
Como o ponto de venda possui uma fachada estreita a zona de atração não adotou a vitrine como principal ferramenta de atração, atr ação, três grandes portas de vidro pivotantes pi votantes permitem livre circulação em uma área elevada da loja que apresenta as principais peças da coleção, como mostra as figura 66 e 67.
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106
Figura 67 - Visão interna da zona de atração
A área central da loja não possui excesso de informações, as cores são escuras e neutras como mostra a figura 68. permitindo que a composição luminotecinca cumpra seu papel, dar destaque destaque aos produtos produtos .
Figura 68 - Luminotécnica da destauqe aos produtos
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107
Figura 69 – Formas Formas predominantemente retilíneas
Figura 70 – Extensão Extensão da loja remeta a uma passarela
Não existe comunicação comunicação nem sinalização interna, o que funciona para o modelo do negócio, pois o ponto de venda é compacto, o processo de busca e avaliação é auxiliado por um vendedor e o contato com os produtos no processo de busca ajuda no reconhecimento de novas necessidades, necessidades, outros produtos que podem interessar ao consumidor. A loja da Triton da Oscar Freire conta um café, um ambiente aconchegante (figura 71). O paredão verde e a luz sol que incide pelas aberturas no teto compõem esse ambiente da
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108
Figura 71 – Café Café próximo aos provadores
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109
3.2.3.1 Síntese e considerações gerais a sobre a analise do ponto de venda da Triton Como toda marca de roupas a Triton possui conceitos e propostas que são sazonais, variando de acordo com cada coleção, por isso a função do ponto de venda deve ser coerente com a atitude da marca, no caso moderna e jovial, mas ao mesmo tempo dar destaque aos produtos, pois eles completarão a expressão da atitude da marca. Portanto, a Arquitetura do ponto de venda deve transmitir os valores atemporais da marca, como contemporaneidade, contemporaneidade, atitude jovem e dinâmica, porém, deve servir de plataforma para os produtos, os destacando do projeto. A disposição dos produtos em manequins e outras composições, aliadas a uma boa luminotécinica valorizam os produtos e são soluções eficazes.
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110
4. CONSIDERAÇÕES FINAIS 4.1 SÍNTESE DAS CONTRIBUIÇÕES DESTE TRABALHO Este trabalho contribuiu para futuras pesquisas acadêmicas e para sociedade pois, ao aproximar conceitos de Branding , Comportamento do consumidor, Merchadising , Arquitetura e Design,, e posteriormente identificando e exemplificando suas aplicações, destacou a importância de levar em consideração consideração esses conceitos conceitos no momento da elaboração elaboração de projetos de ponto de venda. Esse trabalho demonstrou a importância de se projetar pontos de venda de tal forma que consumidor perceba, no processo de decisão de compra, os valores construídos pela empresa e anunciados pela propaganda. propaganda. Se uma empresa anuncia anuncia seu diferencial, por exemplo, como detentora dos menores preços, sua disposição dos produtos, seu mobiliário, sua iluminação sua cor, sua trilha sonora, em fim, todos os aspectos do Design do ponto de venda devem convergir para concepção de uma atmosfera coerente com esse posicionamento, por tanto deve destacar os informativos de preço e facilitar a busca e comparação entre eles. Já uma marca que anuncia como diferencial seu desempenho, deve propor um espaço passível da experimentação em seu ponto de venda, para que possibilite o consumidor a comprovar tais vantagens. A partir dos exemplos analisados nesse estudo pode-se perceber que empresas que atendem necessidades diferentes, de perfis de consumidores diferentes, devem propor soluções diferentes para seu ponto de venda. Acima de tudo as empresas devem conhecer seu público alvo, sua personalidade, personalidade, seus costumes, suas ambições, suas demandas e seus determinantes de satisfação para que prevejam pr evejam como estimular adequadamente esse mercado.
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111
4.2SUGESTÕES DE PESQUISAS POSTERIORES Esse estudo é passível de aprimoramento e desdobramentos posteriores, podendo ter diferentes direcionamentos e ênfases. Por se tratar de um estudo que buscou aproximar conceitos de áreas diferentes como Branding ,
Psicologia do consumidor, Merchandising , Desing e Arquitetura, esse trabalho
pode prosseguir prosseguir dando ênfase em cada área citada. Cada área da ciência explorada no quadro teórico possui ferramentas e soluções diferentes para criação e entrega de valores. Se pensado de forma holística, o planejamento de Marketing deve deve direcionar cada área de forma que elas venham a convergir em um resultado satisfatório e memorável para o consumidor. Tomando como foco o Branding é é possível, a partir desse estudo, investigar, com uma pesquisa exploratória, como atribuir valores as empresa, e com uma pesquisa quantitativa determinar quais são os valores relevantes para cada mercado. Os conceitos da psicologia do consumidor podem servir de ferramentas para futuras pesquisas quantitativas, pesquisas que podem estabelecer traços comuns de cada seguimento de mercado, podendo assim prever com mais facilidade seus determinantes de satisfação. Outra possibilidade de aprimoramento para esse estudo é a investigação mais profunda de técnicas de Merchandising , Design e Arquitetura comercial, para que, a partir da determinação dos valores considerados relevantes para determinado mercado, e após a construção de uma marca para qual se atribuiu esses valores, se proponham diretrizes que para
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112
5. REFERÊNCIAS BIBLIOGRÁFICAS COSTA E SILVA, Adriana.
: identidade Branding & Design
no varejo. Rio de Janeiro: Rio
Books, 2002.
no ponto-de-venda. ponto-de-venda. 4 ed. São Paulo: Atlas, 2008. BLESSA, Regina. Merchandising no
KOTLER, Philip; KELLER, Kevin Lane. Adiministração de
: Marketing
A Biblia do
Marketing . 12 ed. São Paulo: Pearson Pretice Hall, 2006.
DIAS, Sérgio Roberto (coordenação). Gestão de Marketing. São Paulo: Saraiva 2003. Vários autores
GURGEL, Mirian. Projetando espaços: Guia de Arquitetura de interiores para áreas comerciais. 3ed São Paulo: Editora Senac, 2005.
MUNIZ, Cesar Rocha. Merchandising e Exibitécnica: Aspectos Ambientais. 2012. Apresentação Apresentação
de
slides,
Microsoft
PowerPoint
2000.
Disponível
http://aluno.uniseb.com.br/aolestudoc http://aluno.uniseb.com.br/aolestudocom.aspx>. om.aspx>. Acesso em: 10 de junho 2012.
em:
<
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FARINA, Modesto. Psicodinâmica das Cores em Comunicação . 4ª ed. 6ª reimpressão. São Paulo: Edgard Blüche, 2003.
BERND LÖBACH. Design Industrial . São Paulo: Edgard Blüche, 2001.
BORJA, Ricardo Palomares . Merchandising : teoría, práctica teoría, práctica y estrategia. 2ª edição Bogotá:Gestión 2000.
KOTLER, Philip. Atmospherics as a
tool. Marketing
Jornal os retaling, Greenwich, v.49,
n.4, p.48-64, Winter 1973
SANTHINON, SANTHINON, Renato. Como O Merchandising Pode Contribuir No Ponto De Venda
Para Conquistar Clientes, disponível em