Layout de varejo: análise do comportamento humano aplicada à arquitetura de varejo: um estudo arquitetônico para uma loja de Materiais de Construção em Urbano Santos (MA)

Abstract

The urbanization process in modern society culminated in the pulverization of businesses with products, sometimes similar. However, with the advent of technology added to the outbreaks of the digital age, this context is added to online shopping through e-commerce or the complementary experience in online and offline dimensions, they tend to reduce from buyers in physical stores. It is precisely because of this advent with a high gradient of growth in the offer of products online that it is imperative to explore behaviorism in order to outline the preferences of potential buyers when going to a retailer. It is known that the Brazilian economy is experiencing a big turbulence, and the practice of retail is becoming difficult. As it is increasingly difficult to find opportunities for differentiation based on product prices, promotions and location. Retailers are looking to transform the store itself into a competitive differentiator, making it attractive and stimulating. Proven, through market studies, the atmosphere of a store, when in tune with the customer's desire, makes the customer stay there for a longer time, encouraging him to buy. The physical presentation of the store, externally and internally, should reflect the identity of the store. Such planning requires a good architectural design and a strong merchandising action. Retail refers to the sale of products, or the sale of services in small quantities, with their sales being directed directly to the final buyer. However, in recent years, with the facility of modern life, in addition to the accelerated growth of wholesale stores, the retail trade has seen they market share being dominated by empires with great financial support. In this context, retail stores that for decades only bet on a single “P” of the pillars of marketing, the price, is no longer enough to prospect new customers. So, it makes use of human behavior and its associated sciences such as Behaviorism and neuromarketing as the key to continuing to exist, generating profit and jobs, it is indeclinable. Thus, aiming to present the postulates and the methodology of applying behaviorism to architecture for a retail called “A”, this work seeks to demonstrate the influence of human behavior on sales and how an architect can use information such as store address, neighborhood, target costumers, city, subregional culture, preferences for brands or product designs to architect their work aimed at maximizing retail performance.