Merchandising de ponto de venda de cerveja em São Borja-RS: o que faz um bar vender melhor

Abstract

The building and maintaining strategies of selling points are, in present days, one of the fundamental centers of attention on the task of enterprises, with the goal of achieving consumers. The point of sale merchandising consists in a complex and continuous labor that tends to generate positive trade-in results and satisfaction, by placing the consumer in foreground. In that sense, the selling point merchandising is associated with any technique or material that can transmit better visibility and information to products with the intention to influence positive acquisition reflecting on sensations of comfort and satisfaction. From that context, the objective of this study is to analyze in which ways the point of sale merchandising strategies is built on The Aldeia Pub, an establishment of the city of São Borja, on Rio Grande do Sul, in the second semester of 2018. For the theoric building of this study, the main authors that allowed reflection both tecnic as conceptual on what influences a business exposed to the market influences. With key authors as Kotler (2014), Las Casas (2012), Blessa (2009) and Bell (2014). The methodological process involved exploratory and descriptive research, apart from bibliographic approach. Exploratory to validate what’s been observed in the specialized bibliography and descriptive to punctuate what has been validated. As data collection instrument, there was an observation, with registry of information in the form of field notes and photographic registry. In addition to an interview with one of the associates of this establishment, that blends the consuming of entertainment and drinks. The analyzes establishment revealed having a series of where withdrawals and strategies that can be agreed as point of sale merchandising, that empowers the creation of as pleasing and inviting environment starting from elements as themed decoration, type of furniture, ambient music, selection of products offered and so on. All that in coherency, avail the business achieving it’s potential of value reception with the public, consequently generating profit, that in counterpart, provide local economy flow, contributing in the change and reduction of the local social illness, this effort contributing within its limitations to make justice to the federal institution reason of existence in the low development areas.