Vizualiosios prekydėstos įtaka pirkėjų elgsenai

LTStraipsnis susideda iš keturių skyrių. Pirmajame skyriuje kalbama apie vizualiosios prekydėstos sampratą, tikslą bei tipus, antrajame skyriuje – apie prekių išdėstymą ir grupavimą prekybos salėje, trečiajame – apie vizualiosios prekydėstos įtaką pirkėjų elgsenai bei ketvirtojoje pateikiami praktiniai pavyzdžiai. Tyrimo metu taikėme tokius metodus kaip Lietuvos ir užsienio mokslinės literatūros lyginamoji analizė, įvairių mokslinių straipsnių ir naujienų portalų analizė. Tyrimo objektu laikėme vizualiosios prekydėstos įtaką pirkėjų elgsenai. Tyrimo rezultatai straipsnyje – išskirti pagrindiniai vizualiosios prekydėstos tipai, elementai bei praktiniai pavyzdžiai, darantys didžiausią įtaką vartotojo elgsenai. Svarbiausi nagrinėjamos temos raktiniai žodžiai yra šie: Vizualioji prekydėsta – prekių išdėstymas ir grupavimas parduotuvių lentynose; informacijos apie prekes pateikimas, reklamavimas parduotuvėje. Prekių išdėstymas – vienas iš svarbiausių prekydėstos elementų, kuris nusako prekių vietą parduotuvėse. Pirkėjų elgsena – žmogaus veikla susijusi su visais sprendimais prieš įsigyjant, vartojant produktus, apimanti sprendimų priėmimo procesus, kurie atliekami iki pirkimų ir po jų.

ENThe main aim of the article is to analyse visual merchandising influence on user behaviour. Major tasks are: analyse visual marketing concept, aim and its types, goods arrangement and grouping in the trade, user behaviour and real cases of visual merchandising. Visual merchandising is defined as the arrangement and grouping of goods on store shelves; providing information about goods, advertising in the store. The main goal is to attract, interest ant motivate the customer to buy. According to the complexity of the goods, 4 types of visual merchandising are distinguished: convenience goods, impulse goods, shopping products and special goods. The arrangement and grouping of goods is one of the elements of the trade. There are two areas of outlets: profitable and unprofitable. Goods that fall into the unprofitable zone (at the entrance) are purchased at least due to poor visibility. Goods on the shelves can be arranged vertically and horizontally. In both cases, the eye area is the most significant so high prices, quality and sales promotion products are displayed on the highest shelves (150 – 180 cm). The layout of the goods also depends on the layout of the store which, according to A. Pajuodis (2005), can be formed by a forced or free method. There are many ways to group goods so all authors group goods differently. First, they can be divided into production, trade and consumption and can also be grouped by many characteristics, by demand and by source of supply. Moreover, influence on user behaviour is the most important factor in visual merchandise. It is affected by design, goods’ arrangement, colours, lighting and communication with sellers in retail. For example, customers go counterclockwise, take their goods with the right hand, avoid the middle of store etc.As A. Pajuodis (2005) states customers notice products which are laid out in the main passages near cash registers so it is a good place where to put various discounted products and new goods. Talking about colours, a study shows (2014) that as many as 90 % of customers make snap judgments about goods which they buy based just on colour and it happens in 90 seconds or less. Lighting should be bright, stylish, contrasting and properly customized by the store’s place. Moreover, customers’ distance with a seller creates cosy atmosphere in the store, influences their mood and increases stores’ sales. In practice, visual merchandising manifests itself in a wide variety of ways from retail store floor, wall and ceiling decor to the layout of groceries and their lighting in different colours. All stores attributed to retailers are increasingly taking advantage of visual merchandising to increase sales. With the right, exceptional solutions, this goal is easy to achieve.