Revista Reuna
UM ESTUDO DA RELAÇÃO ENTRE O AMBIENTE DOS PROVADORES DE ROUPA EM LOJAS DE VESTUÁRIO E A AVALIAÇÃO E DECISÃO DE COMPRA DO CONSUMIDOR.
Resumo
A atmosfera de loja foi proposta por Kotler (1973) como uma ferramenta de marketing que utiliza o planejamento consciente do espaço para obter determinadas respostas dos consumidores. No varejo de vestuário, o ambiente dos provadores de roupas é um dos espaços que pode compor a atmosfera de loja. A presente pesquisa investigou como o ambiente dos provadores de roupas em lojas de vestuário se relaciona com os estágios de avaliação e decisão de compra do consumidor. O estudo possui uma abordagem qualitativa, realizando-se para a coleta de dados uma pesquisa de campo com a utilização de entrevistas com consumidores e vendedores, observação direta em ambientes de provadores e observação indireta por meio de fotografias. Na análise do material coletado foram usados os métodos de foto-documentação e de análise de conteúdo. Os principais resultados indicam que, em relação aos fatores sensoriais do ambiente, espaços pequenos e quentes podem diminuir o tempo de permanência no local, a iluminação indireta é preferida pelos consumidores e a ausência de espelhos, bancos ou prendedores de roupas pode irritar os clientes. No tocante aos aspectos sociais, a privacidade é um elemento importante e a opinião de familiares, amigos e vendedores podem influenciar na decisão de consumo, já em relação a divergências entre homens e mulheres, poucas diferenças foram encontradas e, ambos, podem ser influenciados por estímulos presentes no ambiente dos provadores.
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