Influência da identidade visual no processo de decisão de compra do consumidor: uma análise das marcas de restaurantes do Boulevard Shopping de Feira de Santana – Ba

Abstract

The objective of this research is to analyse the influence of a brand’s visual identity in the behaviour of restaurant consumers at a Shopping Centre's food square, through concepts of brand visual identity and models of brand analysis and consumer behaviour in Shopping Centres. This research was carried out at Boulevard Shopping Feira de Santana. We utilised a quali-quantitative method of research in order to evaluate the importance of forming a brand’s visual identity as a competitive advantage in the process of consumers’ choice of restaurants based in the Feira de Santana Shopping Centre food square. In the qualitative phase, we analysed the discourse of the brands that emerged through the quantitative method of research carried out through questionnaires answered by consumers at Boulevard Shopping food square. Each visual identity was interpreted on the basis of Gestalt principles of form perception. According to Gestalt’s principles of form perception, the strength of the organisation of the visual form facilitates its memorization when clarity, unity and balance are present. Thus, in this research we seek to verify how the brand reflects in the behaviour of its target and strategic consumer group and how consumers’ choices were influenced by the pragnanz of the restaurant’s brand. The ultimate aim of this research is to demonstrate that there is a direct relation between the purchasing process and to the visual identity of the brand.