Shop windows as influencing agents in consumer behavior and purchase decision-making process

The consumer market, especially the retail market, is marked by great competition, which demands efforts to attract customers to the sales floor. In this sense, shop windows can be used as a marketing strategy. In this sense, this study seeks to analyze the role of shop windows as an influential agent in consumer behavior and in the purchase decision-making process of customers. For this, a descriptive and explanatory quantitative research was carried out with 100 customers of a shopping center in Mossoro-RN, which, after analysis, resulted in a total of 87 valid questionnaires. Initially we sought to build a profile of the interviewees, where there was a predominance of women, in the age bracket of 25 to 35 years, people with high school education and monthly income between 1 and 2 minimum wages. The research also showed the positive influence of the existence of shop windows that, by providing visual stimuli, can attract customers to the sales plaza and influence their behavior and their decision making to consume.