Visual merchandising no varejo de moda e a experiência do consumidor: um estudo bibliométrico

Ludmila Bandeira Lima Barros, Ana Maria Simões Ribeiro, Martin de La Martinière Petroll, Rudimar Antunes da Rocha

Resumo


As técnicas de visual merchandising são utilizadas no varejo de moda a fim de adquirir vantagem competitiva frente a um cenário cada vez mais dinâmico e desafiador. Ademais, os consumidores atuais não almejam apenas o produto ideal, mas principalmente a experiência advinda deste processo de busca e aquisição O presente estudo investiga a produção científica referente à utilização das técnicas de visual merchandising no varejo de moda associado à experiência do consumidor. Para tal, realizou-se uma pesquisa bibliométrica em periódicos nacionais e internacionais com a utilização das bases de dados Ebsco, Scopus, Spell, Web of Science e Scielo, abrangendo o escopo dos últimos sete anos (2010-2016). Após a coleta dos dados, foi realizada a análise de conteúdo, sendo esta uma pesquisa de abordagem mista (qualitativa e quantitativa). Dentre os resultados foi possível identificar, além das variáveis de visual merchandising mais pesquisadas, possíveis lacunas teóricas ainda a serem desenvolvidas, tais como às relacionadas ao varejo online, área em crescimento, mas ainda incipiente em termos de pesquisa acadêmica, e as que associam as variáveis de visual merchandising com a experiência de compra como um todo, sendo estas variáveis normalmente estudadas de forma isolada.



Palavras-chave


Visual Merchandising. Varejo de Moda. Experiência do Consumidor. Atmosfera de Loja. Comportamento do Consumidor.

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DOI: https://doi.org/10.22279/navus.2018.v8n3.p81-98.669

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