Mercadeo · 2019

El Merchandising: su impacto visual en los procesos de decisión de compra en centros comerciales de la ciudad de Ibagué en el año 2018.

The purpose of this paper is to show the importance of Visual Merchandising and how it becomes a decisive strategy at the time of purchase; This is a very important factor nowadays, as the Superintendency of Industry and Commerce stands out in its economic study of the retail sector in Colombia that shows us that in recent years there has been a greater competitiveness in sales among the stores (points retail, hypermarkets, stores, etc.) (SIC, 2012) That is why this document aims to describe the methods that Visual Merchandising has and how it impacts the consumer, in order to implement strategic plans to improve customer loyalty and competitiveness among points of sale in the shopping centers of the city of Ibagué. The development of this work aims to fill the gaps on the subject to investigate and provide strategies and observations to the possible failures that are occurring in one of the main commercial centers of the city of Ibagué. The main objective of the research is to establish which visual merchandising factors affect the consumer's purchasing decision process in a shopping center in the city of Ibague.

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