VISUAL MERCHANDISE: STRATEGIES OF INFLUENCE ON THE SUBCONSCIOUS DECISIONS OF BUYERS

Introduction. The article is devoted to the analysis of the influence of visual merchandising on the subconscious decisions of buyers in retail stores. Special attention is paid to the key elements of visual merchandising, such as color, light, music and aroma, and how these factors affect the emotional state and behavior of consumers during shopping. Visual merchandising is a complex strategy, where each element must be harmoniously combined with others. Effective integration of these elements can significantly increase sales and strengthen consumer loyalty. The study of this direction is becoming more and more relevant, since the correct application of visual merchandising can turn an ordinary store into a place where customers do not just shop, but receive an emotional experience that encourages them to return again and again. Purpose. The purpose of this study is to analyze and understand the mechanisms of influence of elements of visual merchandising on the subconscious decisions of buyers. This research will analyze the interaction of such elements as color, lighting, music and aromas, which interact with each other, create a unique atmosphere, affect emotions and form the desire to purchase a product, and determine the most effective combinations of them that can contribute to the achievement of specific marketing goals. The obtained results will become an important tool for the further successful implementation of visual merchandising strategies and increase sales. Materials and methods. The theoretical and methodological basis of the research is the work of domestic and foreign scientists in the field of marketing, merchandising, consumer behavior and strategic marketing. Data obtained from open sources, marketing research data obtained from the Internet and official Internet sites of the companies considered in the study, statistical data on the industry served as the information base for the work. In the research process, the following research methods were used: scientific comparison and determination to determine the content of the concept of visual merchandising, systematic and logical analysis to understand the impact of visual merchandising on the emotional state and subconscious of consumers, graphic — to visually display the results of research on the reaction of consumers to various elements of visual merchandising.