| dc.description.abstract | The study analyzed whether, in addition to color, there are other elements that also influence the intention of buying in retail. Among them, the organization stands out and thus the analysis was made to identify the levels of purchase intention in displays with organized and disorganized effect. In addition to the organized and disorganized effect, the colors of enamels were exposed in the study in a gradient and random format. It is precisely in the context of this gap that the proposed research takes place. This dissertation project aims to analyze the effect of organized and disorganized displays on the purchase intention. To achieve this objective, other two specific ones were structured: A) Identify levels of purchase intent in organized versus disorganized displays with degraded colorformats. B) Identify levels of purchase intent in organized versus disorganized displays with random color formats. It was concluded that the study analyzed whether, in addition to color, there are other elements that also influence the intention of retail purchase. The scenario with greater preference, in which people have more purchase intention is the organized scenario than in the disorganized scenario, while in the random scenario there is no significant difference, it can be observed that the purchase intention has close values in the organized and disorganized scenario. There are many notes that can be made from the results raised in the experiment. The organization or disorganization of sales displays can directly influence consumers' purchasing decision-making. The study helps you understand this purchasing parallel in the relationship with the customer. | en |
