CONTEMPORARY CONSUMER BEHAVIOR: CROSS MERCHANDISING AND RETAIL NETWORK STRATEGIES TO GROW SALES

Authors

DOI:

https://doi.org/10.47820/recima21.v2i6.432

Keywords:

Consumption. Point of Sale. Cross merchandising. Trade Marketing.

Abstract

The objective of the article is to analyze the constant changes in consumer buying behavior in modern day society via the influence of consumer culture, in which a cluster of rules are applied in the business chain. In addition, there is an increase in the desire to acquire and accumulate material wealth, resulting to the formation of a capitalist society and exploring the liberty of individual choices, as evidenced in various studies utilized in this article. This study aims to explore how the retail segment took advantage of this trend, using supermarket chains as a model of management involving the use of cross merchandising which promotes the utilization of different product categories, with the objective to strategically market closely related and similar goods thus acting as a lever for boosting sales. Management using planogram facilitates the decision-making process in relation to the consumer’s eyes, building the elaborated actions in the point of sales layout in reference to merchandising strategies in order to facilitate and influence the best results of shopper in relation to your choices.

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Author Biographies

Silas da Silva Franco, Unigranrio

Graduado em Sistemas de Informação e Marketing Estratégico pela UNESA, Bacharel em Administração pela UNIGRANRIO, pós graduado em Gestão de Negócios pela UNESA e Mestre em Humanidade, Culturas e Artes pela UNIGRANRIO. Coordenador dos cursos de Gestão Comercial e Marketing. Atuou nas áreas comercial/marketing em empresas como a Kibon, Danone e Polenghi. Palestrante e consultor.

Paulo Roberto de Sant'Anna, Universidade Federal Fluminense

Graduated in Accounting - Faculdades Integradas Simonsen (1983), Graduated in Administration - Faculdades Integradas Simonsen (2008), Master's Degree in Accounting from Universidade do Grande Rio (2000), Master's in Management System - UFF (2011), Doctorate in Civil Engineering from Universidade Federal Fluminense (2013) and Post-doctorate from Universidade Federal Fluminense-2016, member of the Brazilian Academy of Accounting Sciences, member of the Brazilian Academy of Economic, Political and Social Sciences, He was part of the Evaluation Committee -CPA 2004 /2020 of Unigranrio, He was part of the Advisory Committee of the Area of ​​Accounting Sciences-INEP Enade /2015. He integrates the Bank of Evaluators of the National System of Evaluation of Higher Education - BASis - Ordinance No. 483, of June 4, 2018. Currently Associate Professor at Universidade Federal Fluminense has experience in the areas of Administration, Accounting and Economics, working mainly in the following areas topics: Information Technology, Corporate Governance, Financial Management, Accounting and Business Administration

Marcelo Fonseca Marques, Universidade do Grande Rio - UNIGRANRIO

Professional graduated in Business Administration from Centro Universitário da Cidade (2006). Specialization in QHSE - Quality, Safety, Environment and Health ON and OFFshore at Castelo Branco University (2016). Master's in Business Administration at the University of Grande Rio (Unigranrio). Market experience marked by 20 years of experience in the area of ​​Human Resources (and its subsystems) in consulting, industry and commerce companies. Visiting professor of postgraduate and MBA courses at the University of Grande Rio (Unigranrio). Professor/tutor of the MBA course at the Unylya College Business School.

 

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Published

11/07/2021

How to Cite

Franco, S. da S., Sant’Anna, P. R. de, & Marques, M. F. (2021). CONTEMPORARY CONSUMER BEHAVIOR: CROSS MERCHANDISING AND RETAIL NETWORK STRATEGIES TO GROW SALES. RECIMA21 - Revista Científica Multidisciplinar - ISSN 2675-6218, 2(6), e26432. https://doi.org/10.47820/recima21.v2i6.432

Issue

Vol. 2 No. 6 (2021): EDITORIAL - CLICK HERE TO ACCESS THE ARTICLES

Section

ARTIGOS

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Copyright (c) 2021 RECIMA21 - Revista Científica Multidisciplinar - ISSN 2675-6218

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