A influência da atmosfera de grandes lojas de varejo na atitude de compra do consumidor -um estudo em grandes lojas de móveis domésticos

Abstract

A factor of great importance that influences the decision to buy the consumer is the atmosphere of the store where all the characteristics that compose it are developed with the objective of the consumer materialize its purchase. Due to its importance to form the shop environment, due to the impact caused to the consumer and the constant improvement of the characteristics of the stores in general, the need arose to study the atmosphere of domestic furniture stores, in order to ascertain if there are differences of atmosphere Of competing stores. According to the survey conducted by the Brazilian Retail and Consumer Society (2016), thirty-two companies among the three hundred largest retail organizations are in the furniture industry, moving billions of reais per year in the country. Thus, this study aimed to understand how the atmosphere influences the attitude of consumer buying behavior in Tok & Stok and Etna stores, two competitors in the domestic furniture industry in Brazil. The methodology used is of a basic nature, with a qualitative approach, is of the exploratory research type and characterized as a multiple case study, with a bibliographical documentary survey and semi - structured interviews. Sixty people were interviewed: 30 customers of the Tok & Stok store and 30 customers of the Etna store who had bought a product in the last six months. The results obtained indicate that the different aspects of the atmosphere have their influence on the behavior of the consumers interviewed in these stores. These results allowed us to formulate hypotheses about how the characteristics of the atmosphere can be worked in the furniture stores to impact their consumers